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Aaron D. Hendelman
Partner
Trademark and Advertising
Seattle
Palo Alto

D206-883-2514

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  • Practice Leadership

    Aaron leads the firm's trademarks and advertising practice focusing on the areas of trademark, advertising, unfair competition, copyright, retail, rights of publicity, social media, and consumer law.

  • Comprehensive Trademark, Copyright, and Advertising Expertise

    He represents clients in trademark, copyright, and advertising disputes and counsels clients regarding domestic and global trademark and copyright matters.

  • A Recognized Practitioner

    Aaron is consistently recognized as a leader in his field by Chambers USA and World Trademark Review.

  • Thought Leadership

    Aaron speaks often on IP, advertising, and marketing law matters.

Aaron Hendelman heads the firm's trademark and advertising practice, focusing on the areas of trademark, advertising, unfair competition, copyright, retail, rights of publicity, social media, and consumer law. He represents clients in trademark, copyright and advertising disputes; domestic and global trademark and copyright matters; intellectual property licenses and transactions; advertising, marketing, and promotions strategies; and Internet and domain-name issues. Aaron regularly represents public and private companies in complex transactions involving intellectual property rights and advertising matters. He also has represented clients in challenges before the Federal Trade Commission and consumer protection agencies such as the National Advertising Division of the Better Business Bureau.

Aaron has been consistently recognized as a leader in his field by key directories including Chambers USA and World Trademark Review (WTR). In Chambers USA, clients have described him as “a creative and business-minded lawyer” who “knows how to give strategic and practical advice by putting himself in the shoes of his clients.” WTR 2022 highlights Aaron's forward-thinking counsel citing that he is, “always up to speed on the latest developments in the technology and business worlds, he has valuable insight on the IP issues associated with non-fungible tokens and many other bleeding-edge topics that are not yet on the radar of his peers." Prior editions have referred to him as a "quick-footed, practical, experienced, and speedy" attorney. In addition, the publication calls Aaron a "go-to lawyer for trademark, licensing, and advertising issues" on the West Coast and notes that he "provides the most intelligent, sensitive, and practical advice possible."

Following law school, Aaron clerked for the Honorable David R. Thompson, U.S. Court of Appeals for the Ninth Circuit.

Experience

Aaron Hendelman heads the firm's trademark and advertising practice, focusing on the areas of trademark, advertising, unfair competition, copyright, retail, rights of publicity, social media, and consumer law. He represents clients in trademark, copyright and advertising disputes; domestic and global trademark and copyright matters; intellectual property licenses and transactions; advertising, marketing, and promotions strategies; and Internet and domain-name issues. Aaron regularly represents public and private companies in complex transactions involving intellectual property rights and advertising matters. He also has represented clients in challenges before the Federal Trade Commission and consumer protection agencies such as the National Advertising Division of the Better Business Bureau.

Aaron has been consistently recognized as a leader in his field by key directories including Chambers USA and World Trademark Review (WTR). In Chambers USA, clients have described him as “a creative and business-minded lawyer” who “knows how to give strategic and practical advice by putting himself in the shoes of his clients.” WTR 2022 highlights Aaron's forward-thinking counsel citing that he is, “always up to speed on the latest developments in the technology and business worlds, he has valuable insight on the IP issues associated with non-fungible tokens and many other bleeding-edge topics that are not yet on the radar of his peers." Prior editions have referred to him as a "quick-footed, practical, experienced, and speedy" attorney. In addition, the publication calls Aaron a "go-to lawyer for trademark, licensing, and advertising issues" on the West Coast and notes that he "provides the most intelligent, sensitive, and practical advice possible."

Following law school, Aaron clerked for the Honorable David R. Thompson, U.S. Court of Appeals for the Ninth Circuit.

Focus Areas
Recent Insights
Alerts
Subscription and Auto-Renew Offerings Face New Hurdles: FTC Issues Broad “Click-to-Cancel” Rule Imposing Nationwide Requirements
Companies that automatically renew customers’ subscriptions or memberships, take note. On October 16, 2024, the Federal Trade Commission (FTC) announced sweeping amendments to the Negative Option Rule, which would apply to a host of subscription-based products and services that have an auto-renewal feature (i.e., a negative option offering), including those directed to businesses. The Rule includes specific and prescriptive requirements, such as requirements to 1) obtain consumers’ affirmative consent to an auto renewal feature “separate from any other portion of the transaction,” 2) present all material terms of the transaction “immediately adjacent to” the means of recording consumer consent, and 3) allow for simple cancellation in the same medium the consumer used to consent, noting that a chatbot cancellation method would not be acceptable unless the initial transaction was made through a chatbot. Violations of the Rule would be subject to $51,744 in civil penalties per violation.
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Alerts
FTC Issues Final Rule Banning Fake and Misleading Consumer Reviews and Testimonials
On August 14, 2024, the Federal Trade Commission (FTC) issued a final rule that prohibits publishing or trading in fake or misleading consumer reviews and testimonials, or engaging in other related deceptive promotional tactics. Notably, under the FTC’s new rule, the commission will be authorized to seek civil penalties against violators.
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Recent Events
WSGR Events
Digital Health Webinar Series - Marketing and Advertising for Digital Health Companies
On Wednesday, December 6th, Wilson Sonsini is pleased to host the fifth session in our Digital Health Webinar Series.
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WSGR Events
Coming to America Breakfast: U.S. Trademarks and Advertising for UK Companies
How do UK companies entering the competitive U.S. marketplace establish brand protection and promote their offerings in ways that are distinctive and avoid challenges from other brand owners, competitors, or regulators?
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