Aug22136 15. Beatriz Patiño Alves has a PhD in Law, is a university professor and lawyer (lawyer and attorney) specialising in Digital Law, Advertising Law, Trademark Law, Unfair Competition and Intellectual Property since 1996. Beatriz is the Director and Founder of the law firm SOPORTE LEGAL A LAS NUEVAS IDEAS, whose mission is to advise, generate value, efficiency and, above all, legal certainty for the changes that companies must make to adapt to new communication models, new consumer profiles and new technological environments. After receiving this award, we had the pleasure of speaking with Beatriz. “The digital age in which we find ourselves demands that we evolve continuously,” Beatriz explained, “to the point of being pioneers in the creation of a new specialisation in 2005. This is a result of the demand generated by our clients who were facing innovation in their businesses or developing their activities on the Internet, requiring new legal solutions, a new area of law was emerging. “We also observed that disciplines in which we were and continue to be specialists, such as advertising law, trademark law and unfair competition, were raising new issues as a result of the impact of business activity on the Internet. We realised that a new legal speciality was emerging, and that is how we decided to create our Digital Law Department.” “Our added value is based on specialised training that is constantly evolving and personalised attention that provides effective and rapid solutions in times of change.” SOPORTE LEGAL A LAS NUEVAS IDEAS’ area of legal expertise has proven vital in not only supporting those clients whose business models stem from the digital sphere, but also those of traditional organisations, for which modern communication and connectivity tools represent a host of exciting opportunities. Beatriz told us: “Our expertise in digital law is a plus and the differentiating element of our firm. Although this specialisation is today practiced by many legal professionals, not all of them have the twenty years of experience behind them that we do. In fact, as I mentioned, our areas of specialisation have also undergone this evolution. For example, in advertising law, we advise companies that choose to advertise by hiring the services of influencers. This new profession has revolutionised the understanding of advertising. We have also seen how our clients' brands have had to adapt to the digital age in the face of new infringements such as, for example, their use without the consent of their owners by competing companies that positioned their website or e-commerce in the top results of search engines such as Google, Bing, Yahoo, etc., even ahead of renowned brands in the sector. The unauthorised use of renowned brands on e-commerce platforms, which see their image denigrated through misuse. Unfair commercial practices that transform unfair competition, such as dark patterns on the Internet, reward designs, subscription services as aggressive practices, the responsibility of Internet service providers, who must implement control measures to prevent the illegal sale of products, and a long list of other new problems that arise every day in the digital environment. ‘For all these reasons, it is an honour for us to receive this award because it recognises our work in a field of law that faces new legislative and judicial challenges on a daily basis. Being part of all this is daunting, but also a great challenge, both for my team and for me personally”. With the rise of digital technology in the last two decades, new business models are emerging, driven by entrepreneurs and businesspeople who generate value and bring much-needed diversity to the Spanish business landscape. These entrepreneurs need legal experts like Beatriz, who anticipate conflicts, mitigate the risks inherent in digital support, and support them throughout their journey, guaranteeing legal certainty in their transformation to traditional business owners who need to innovate and to tech entrepreneurs who must face new issues arising in digital environments. To ensure it is able to continue to see its clients through these difficulties, the firm prioritises ongoing training initiatives for all of its lawyers, empowering them to boost their knowledge of the niche area in which they have made a name for themselves. As Beatriz rightfully said: “Despite our twenty years of experience, we are aware that there are still many challenges to be met, but our interest in continuing to learn and to understand – day by day – all the legal aspects and intricacies of digital law is, without doubt, our driving force.” Contact: Beatriz Patiño Alves Company: Soporte Legal a Las Nuevas Ideas Web Address: https://www.beatrizpatino.com/ Digital Law Specialist of the Year 2025 (Madrid): Beatriz Patiño Alves
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