Advertising, Marketing, Sponsorship & Influencer Arrangements
“Protecting Your Brand in Every Campaign, Collaboration and Click”
In a landscape where brand visibility is driven by social media, digital content and strategic partnerships, public-facing activities carry both opportunity and risk. We help clients build advertising, marketing and sponsorship structures that are creative-friendly and legally robust, thereby reducing regulatory, contractual and reputational exposure.
We advise on the full spectrum of marketing and promotional activities, from traditional media buys and on-ground campaigns to social media activations, influencer content and joint brand collaborations. Our role is to ensure that every campaign is backed by clear documentation, regulatory compliance and well-defined risk allocation between brand owners, agencies, talent and platform operators.
Our Approach
Our approach combines deep IP and commercial-contract expertise with practical understanding of how campaigns are conceptualised, produced, launched and measured. We assist clients in:
- Ensuring advertising claims and representations comply with Malaysian law and industry codes
- Structuring clear rights and obligations for agencies, sponsors, artists and influencers
- Guarding against reputational harm and brand misalignment in public collaborations
- Managing data protection, contest mechanics and consumer-facing disclosures
- Aligning campaign terms with platform policies (e.g. social media, marketplace, OTT)
We work with brand owners, agencies, rights holders and talent management companies to build frameworks that support bold, creative marketing; without compromising legal safeguards.
Our Strengths & Capabilities
Drawing from extensive experience in IP, media, commercial contracts and regulatory work, our team provides:
1. Legal documentation for Advertising, Sponsorship & Influencer Campaigns
We draft, review and negotiate the full range of documentation required to run compliant and commercially sound marketing initiatives, including:
- Advertising Services Agreements & Media Agency Agreements
- Creative Services, Production & Content Development Agreements
- Sponsorship & Co-Branding Agreements (events, campaigns, programmes)
- Influencer / KOL Agreements & Talent Engagement Letters
- Artist Management Agreements & Label/Management Frameworks
- Campaign Terms & Conditions (including contests, giveaways and promotions)
- Brand Collaboration, Placement & Endorsement Agreements
- Content Licensing & Usage Rights Agreements (image, music, video, artwork)
2. Brand, Content & IP Protection
We help safeguard brand equity and creative assets across campaigns by:
- Defining ownership and usage rights for campaign materials and deliverables
- Aligning trademark and copyright use with brand guidelines and registrations
- Structuring approvals, sign-offs and content vetting processes
- Managing rights for photos, videos, music, artwork and user-generated content
- Addressing exclusivity, non-compete and territory restrictions in talent deals
3. Regulatory, PDPA & Contest Compliance
We advise on legal and regulatory compliance across:
- Product claims, substantiation and comparative advertising
- Labelling and marketing restrictions for sensitive sectors (e.g. F&B, healthcare, finance)
- Consumer Protection Act and contest regulations (mechanics, eligibility, prizes)
- PDPA-compliant handling of contest entries and marketing databases
- Marketing-related data processing and data sharing with agencies and vendors
We embed compliance obligations and safeguards directly into your campaign documentation so that legal requirements and operational processes align.
4. Sector-Specific & Platform-Aware Experience
We have acted for clients across:
- FMCG and food & beverage brands
- Financial services and investment products
- Aviation, tourism and government-linked campaigns
- Media, entertainment, recording artists and content creators
- Education and research institutions
This exposure allows us to anticipate common issues in cross-border campaigns, multi-channel activations and hybrid online–offline promotional strategies.
Our Experience
Below are selected highlights of our work in advertising, marketing, sponsorship and influencer-related arrangements:
- Advertising Compliance – Our lawyer advised owner of well-established brand, on advertising and marketing compliance for product claims and representations in Malaysia, including review of marketing copy and campaign materials for regulatory and consumer protection alignment.
- Aircraft Advertising – Our lawyer advised on appointment of its client as advertising agency for aircraft advertising on AirAsia aircraft for the State Government of Terengganu, including drafting the Aircraft Advertising Services Agreement covering content approvals, regulatory clearances, flight usage, brand placement and risk allocation.
- Promotional Contests & Data Processing – Our lawyer advised a company with 90 years of experience in producing dairy products on its role as data processor in contest operations, drafting the Terms and Conditions to govern data processing, consent, retention and disclosure obligations for promotional activities and customer engagement campaigns.
- Talent Management & Artist Engagement – Our lawyer advised studio recording and talent management company on management services provided to Malaysian recording artists under its label, drafting template Artist Management Agreements to regulate performance commitments, revenue sharing, branding obligations, endorsement approvals and content usage rights.
- Broadcasting & Music Licensing – Our lawyer advised an Islamic television station in Malaysia on licensing from Public Performance Malaysia (PPM) Berhad to broadcast, simulcast and reproduce copyrighted musical works, including reviewing the Music Copyright Licence Agreement, which often interfaces with broader promotional and on-air branding strategies.
- Digital Content Funding & Incentive Schemes – Our lawyer advised a government agency for the Malaysian film industry on guidelines, SOPs and template documentation for digital content funds and film incentive programmes, supporting policy-aligned, commercially realistic frameworks for funded productions and promotional initiatives.
Why Clients Choose Us
- End-to-end understanding of the campaign lifecycle
We understand how campaigns are briefed, created, produced and rolled out; and draft contracts that fit actual workflows, not just theory. - Integrated IP, media and PDPA expertise
We align brand protection, content ownership, data handling and compliance within a single, coherent legal framework. - Balanced protection for both brand and talent
We regularly act for brand owners, agencies and artists, allowing us to craft arrangements that are firm yet commercially workable for all parties. - Practical risk management in public-facing collaborations
We focus on real-world reputational, social media and PR risks, not just legal technicalities. - Experience across local, regional and international campaigns
We are familiar with cross-border brand guidelines, global marketing playbooks and local regulatory requirements, and can bridge them effectively.
Frequently Asked Questions (FAQs)
Yes. A campaign brief alone is not enough. A written Influencer Agreement should cover deliverables, posting schedule, usage rights, compliance with advertising guidelines, exclusivity, morality clauses, dispute resolution and termination. Without it, you have limited recourse if content is late, off-brand or problematic.
Key risks include:
- Non-compliance with consumer protection or contest regulations
- Unclear eligibility or winner selection mechanisms (leading to disputes)
- Inadequate disclosures on how data will be used and retained
- Ambiguous prize descriptions and fulfilment timelines
- Failure to address fraud, automated entries or manipulation
Properly drafted Terms & Conditions and PDPA-compliant notices are essential.
This is typically managed through:
- Morality clauses and conduct obligations
- Brand guideline adherence requirements
- Approval rights over content before posting
- Clear termination rights for misconduct or reputational harm
- Restrictions on controversial collaborations during and after the engagement
These protections must be clearly documented upfront.
Ownership depends on what the contract says. In many cases:
- The brand may own final campaign materials,
- The agency may retain certain underlying rights, and
- Talent or influencers may retain rights in their likeness, performance or pre-existing content.
We ensure contracts specify who owns what, what licences are granted, and how long and where content can be used.
PDPA affects how you collect, store, use and share personal data gathered through campaigns, including:
- Consent wording in forms and landing pages
- Notices explaining purposes of data collection
- Data sharing with agencies, vendors and sponsors
- Retention periods and opt-out mechanisms
- Cross-border transfer of data (if applicable)
We help design PDPA-compliant forms, notices and contractual clauses to support your marketing objectives safely.
Speak to us to structure clear, compliant and brand-safe frameworks for your advertising campaigns, sponsorships and influencer collaborations.