MarLaw

What MarLaw does

MarLaw is a Stockholm-based specialist law firm (Advokatfirman MarLaw AB) founded in 1969 that provides legal advisory services exclusively in marketing law, intellectual property, GDPR and data protection, AI law, commercial contracts, consumer rights, IT law, competition law, and CSR/sustainability. The firm historically leads the Swedish market in supervision cases before the Consumer Ombudsman (KO) and the Patent and Market Court, and its lawyers authored the standard reference work 'Praktisk marknadsrätt' (1975). The firm is owned by six partners (Daniel Tornberg as CEO, Katarina Ladenfors, Marcus Ateva, Cecilia Torelm Tornberg, Alexander Jute, and Sandra Hanson), supported by eight advocates, three specialists including a Senior IP Paralegal, and HR/legal support staff, totaling roughly 20-25 employees. MarLaw is a member of the Swedish Bar Association (Advokatsamfundet) and ranks top-tier in Legal 500's Intellectual Property and Media practice.

MarLaw's service model is professional services billing on a time-based fee structure with hourly rates tiered by experience, complemented by monthly invoicing and bespoke fixed fee arrangements. Revenue diversification includes the JP Marknads- och immaterialnet digital legal information subscription service co-developed with JP Infonet, the annual Marknadsrättsdagen conference, customized training programs (including ARU certification delivered via Berghs School of Communication and industry associations), and a whistleblower reporting service via Lantero. Enterprise clients span telecommunications (Telia), energy (Vattenfall), retail (Rusta), food and beverage (Berntson Wines & Spirits), automotive industry associations (BIL Sweden), manufacturing (CURA of Sweden), agriculture (Sveriges Spannmålsodlare), and media/influencer (Alexandra Nilsson).

Geographically, MarLaw is headquartered at Riddargatan 7A in Stockholm's Östermalm district and serves clients primarily across Sweden, the Nordics, and select international markets through its network within and outside Europe. The firm rebranded from Advokatfirman för Marknadsrätt AB in 2012 to reflect this international orientation and modernization. The GTM motion relies on direct enterprise field sales, referral networks, recurring client relationships, and brand authority built through thought leadership publications, flagship events, and partnerships with industry associations such as Marknadsföreningen Stockholm, Sveriges Kommunikationsbyråer, IAB Sweden, ICC Sweden, and Reklamombudsmannen.

Name

MarLaw

Legal name

Advokatfirman MarLaw AB

Website

https://marlaw.se

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

MarLaw is a Stockholm-based specialist law firm (founded 1969) providing legal advisory exclusively in marketing law, intellectual property, GDPR, AI law, and commercial contracts, serving enterprise clients across Sweden, the Nordics, and select international markets.

Ownership category

akta.pro rank

Product category

Legal Services

NAICS

Offices of Lawyers (54111), Offices of Lawyers (541110)

SIC

Services-Legal Services (8111)

akta.pro primary industry

Corporate & Commercial Law (BPAHAAAA)

akta.pro secondary industries

Litigation & Dispute Resolution (BPAHAAAB), Legal & Compliance (CLE, Paralegal CE) (EDAAALAB), Law & Legal Studies (EDAGABAH)

Keywords

• Marketing law advisory
• Intellectual property law
• GDPR and data protection
• Commercial contract law
• Advertising regulation

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Legal Advisory Services: MarLaw provides specialist legal advice on marketing law, intellectual property, GDPR, AI law, and commercial contracts. Revenue is generated through hourly billing and project-based fees for ongoing legal counsel and representation before courts, authorities, and arbitration boards.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

MarLaw is a specialist Swedish law firm providing legal advisory services in marketing law, intellectual property law, GDPR/data protection, AI law, commercial contracts, consumer law, competition law, IT law, and CSR/sustainability law. The firm represents clients before courts, arbitration boards, and authorities including the Swedish Consumer Ombudsman (KO), and provides training programs, industry publications, and a digital legal information service.

Product overview

MarLaw is a specialized business law firm offering legal advisory services within marketing law, intellectual property, GDPR and data protection, commercial contracts, AI law, consumer rights, competition law, IT law, and CSR/sustainability law. The firm provides services across sectors including e-commerce, energy, life science, food, media, and public sector. MarLaw's portfolio includes a joint digital service with JP Infonet (JP Marknads- och immaterialnet), professional literature such as Praktisk marknadsrätt, annual events like Marknadsrättsdagen, and educational programs. The firm operates from Stockholm with a team of lawyers specialized exclusively in marketing and IP law.

Differentiator

Problem solved

Functional benefit

Products and services

• Juridisk rådgivning (Legal Advisory) Strategic legal advisory services for business-critical decisions, including expert consultation and representation before authorities, arbitration boards, and courts. Designed for businesses needing specialist legal counsel.
• Marknadsrätt (Marketing Law) Comprehensive expertise in marketing law, covering advertising regulations, promotional activities, and compliance with marketing legislation.
• Immaterialrätt (Intellectual Property Law) Protection and management of intellectual assets including patents, trademarks, copyrights, design rights, and trade secrets.
• GDPR och dataskydd (GDPR and Data Protection) Comprehensive data protection advisory services ensuring GDPR compliance and proper handling of personal data.
• Kommersiella avtal (Commercial Contracts) Drafting and review of commercial contracts, including licensing, distribution, research and development agreements, IT contracts, and shareholder agreements.
• AI-juridik (AI Law) Legal guidance for AI development, licensing agreements, and intellectual property questions related to artificial intelligence.
• Konsumenträtt (Consumer Law) Expertise in consumer protection and e-commerce legislation for businesses offering products or services to private individuals.
• Tillsynsärenden (Supervisory Cases) Representation in proceedings before the Consumer Ombudsman (KO) and the Swedish Consumer Agency, handling the entire process from investigation to resolution.
• Tvistlösning (Dispute Resolution) Dispute resolution services including court proceedings, arbitration, and representation before authorities.
• Utbildningar (Training Programs) Customized courses and seminars on marketing law for businesses and organizations, including ARU training for advertising agencies.
• Visselblåsartjänst (Whistleblower Service) Professional handling of whistleblower cases according to EU directives, providing secure and confidential reporting services in collaboration with Lantero.
• Konkurrensrätt (Competition Law) Advisory on competition law matters and unfair marketing practices.
• IT-Juridik (IT Law) Legal expertise for technology companies and digital business models, including IT contracts and licensing.
• JP Marknads- och immaterialnet Digital information service launched with JP Infonet providing comprehensive marketing and IP legal guidance, expert analyses, and weekly newsletters for communications directors and legal counsel.

Quantifiable outcome

• Marknadsstörningsavgift (market disruption fee) ranges from 10,000 SEK to 10,000,000 SEK, as set by KO and enforced through the Patent and Market Court.

Named customers8 records

Segments8 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• JP InfonetcoreTechnology or Integration · 1 January 2016Launched 'JP Marknadsnet med MarLaw' on January 1, 2016, now 'JP Marknads- och immaterialnet'. A digital legal information platform providing marketing and IP law guidance, expert analyses by MarLaw lawyers, and weekly newsletters. MarLaw authors law commentaries in the JP Juridiskt bibliotek.
• Berghs School of CommunicationcoreStrategic or Co-development PartnerLong-standing collaboration with Berghs School of Communication. Cecilia Torelm Tornberg is course director for the ARU (Ansvarig Reklamutgivare / Responsible Advertising Publisher) course.
• Företagsekonomiska Institutet (FEI)coreStrategic or Co-development PartnerMarLaw is responsible for the course Marknadsrätt 7.5 hp (Marketing Law) delivered in collaboration with FEI – Företagsekonomiska Institutet.
• Institutet för informationsteknologi (IFI)coreStrategic or Co-development PartnerTogether with IFI, MarLaw offers lectures on marketing law, cookies, image law, and GDPR compliance. IFI is also co-organizer of Marknadsrättsdagen.
• Marknadsföreningen StockholmcoreGTM or Marketing PartnerLong-standing legal partner to Marknadsföreningen Stockholm. MarLaw hosts seminars and provides legal advice to members through the 'Ask the lawyer' service.
• Sveriges KommunikationsbyråercoreStrategic or Co-development PartnerSveriges Kommunikationsbyråer is the industry organization for consultants in marketing communication. MarLaw trains Responsible Advertising Publishers (ARU) for the organization's members.
• IAB SwedenminorGTM or Marketing PartnerMarLaw collaborates with IAB Sweden and offers the organization's members legal advice including through the 'Ask the lawyer' service.
• Reklamombudsmannen (RO)coreStrategic or Co-development PartnerMarLaw collaborates with Reklamombudsmannen on panels and discussions at Mediescenen during Almedalsveckan. MarLaw is a legal partner to RO and other industry organizations participating in Almedalen.
• ICC SwedencoreStrategic or Co-development PartnerDaniel Tornberg and Alexander Jute from MarLaw spoke at ICC Sweden's training on 'Den nya marknadsföringskoden' (The new marketing code) covering AI in marketing, advertising identification, and sustainability claims.

Scale indicators5 records

Recent moves11 records

Expansion highlights6 records

Broad incumbents

• Bird & Bird: International law firm with leading practices in IP, media, and technology law. While much larger and more diversified than MarLaw, Bird & Bird competes directly in the Swedish and Nordic markets for marketing law, IP, and tech-related mandates.
• Advokatfirman Vinge: Leading Swedish full-service law firm with significant IP and media practices. Vinge competes with MarLaw for large Swedish enterprise clients requiring marketing law and IP expertise as part of broader corporate mandates.
• Hannes Snellman: Major Nordic law firm with IP, media, and commercial practices. While broader than MarLaw, Hannes Snellman competes for similar enterprise clients in the Nordic region on marketing, IP, and technology matters.
• Roschier: Nordic law firm with strong IP, marketing, and technology practices. Roschier competes with MarLaw in the broader Nordic market for IP, marketing law, and technology-related mandates from enterprise clients.
• Mannheimer Swartling: Largest Nordic law firm with comprehensive IP, media, and commercial law practices. Competes with MarLaw for major Swedish enterprise clients on marketing and IP matters, though with much broader service offerings.

Direct peers

• Setterwalls: Swedish law firm with strong IP, media, and marketing law practices. Setterwalls is one of the most direct competitors to MarLaw in the Swedish market for marketing law and IP advisory services, with comparable specialization.
• Lewis Silkin: UK law firm with leading practices in media, marketing, IP, and technology. Lewis Silkin is comparable to MarLaw in its specialist focus on marketing and IP law, serving creative, brand, and media-intensive clients.
• Wiggin: UK-based law firm specializing in media, IP, and technology law. Wiggin's specialist focus on media and marketing law closely mirrors MarLaw's positioning in Sweden, making it a relevant international benchmark.
• Gernandt & Danielsson: Leading Swedish IP and commercial law firm with strong intellectual property expertise. Directly comparable to MarLaw's IP and marketing law practice, serving Swedish enterprise clients with similar service offerings.

Emerging players

• IPG Legal: International marketing law boutique focused exclusively on advertising, marketing, and digital media law. IPG Legal is comparable to MarLaw's specialist focus on marketing law, though operating in different geographies with a different scale profile.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ml_lawfirm
• LinkedInlinkedin.com/company/advokatfirman-marlaw

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MarLaw