Health Care Counsel

Arent Fox's health care law blog offers news, analysis, and insights for the health care industry.

Health Care Counsel

Sarah L. Bruno

Sarah Bruno, Partner at Arent Fox
Sarah L. Bruno
San Francisco, CA

Sarah Bruno helps her clients protect and maintain their intellectual property rights and publicize their brands through promotions and advertising campaigns. She also helps clients navigate privacy and data security issues that arise during marketing campaigns and retail and e-commerce platforms. Her clients are in a variety of industries, including entertainment, media, retail, and automotive.

Client Work

Sarah’s advertising and marketing experience includes reviewing advertisements and claims, advising on unfair and deceptive trade practices, and counseling clients on compliance issues relating to the Federal Trade Commission and the National Advertising Division (NAD) of the Better Business Bureau, as well as state and other regulatory laws. In this capacity, Sarah has advised companies on print advertisements, product placement and media agreements, clearing television commercials, endorsements, credit card processing requirements, and challenging and defending advertisements at NAD.

Sarah also assists clients in developing, implementing, and administering all aspects of promotions, including auctions, contests, and sweepstakes. She drafts promotion rules to protect clients’ interests and reviews advertisements such as direct mail, websites, and banner advertisements related to the promotion. Sarah is also a member of the Promotion Marketing Association, Inc., and has attended numerous conferences related to advertising, promotions, and incentive programs.

As part of the intellectual property group, Sarah has a great deal of experience in policing and enforcing client’s trademarks, copyrights, and publicity rights. Sarah manages the intellectual property enforcement and outreach for several trade associations, including the Motor & Equipment Manufacturers Association (MEMA) and the International Association of Amusement Parks & Attractions (IAAPA). Her work in this area involves conducting educational seminars, counseling members on intellectual property, as well assisting members with the enforcement of their rights at trade shows around the world. Sarah is also one of the primary attorneys responsible for protecting the name, persona, and trademark rights of Dr. Albert Einstein on a global level. As part of this work, Sarah has been involved in international and domestic litigation and settlement negotiations, domain acquisition, and retrieval and TTAB disputes.

Sarah also counsels in all areas of data security and privacy, including advising corporations on the internal and external privacy protocols to ensure compliance with local laws, as well as the applicable US laws. Sarah routinely evaluates and advises on the applicable state requirements related to data privacy and security, as well as the precedent promulgated and enforced by the Federal Trade Commission and State Attorneys General.

Finally, Sarah has experience with issues related to counterfeiting and gray market goods. She routinely has meetings on Capitol Hill and the White House regarding enforcement strategies for combating counterfeiting.

Sarah represents a variety of clients, from Fortune 500 companies to smaller businesses that are just getting started. Some of Sarah’s more well-known clients are Mars Incorporated, Lacoste, Diesel, Google, Fender, Hulu, LG Electronics, American Express, MEMA, IAAPA, Corbis Corporation, Discovery Communications, and Sony Computer Entertainment.

Publications, Presentations and Recognitions

In February 2015, Sarah will participate in a panel discussion titled "Current Legal Trends in the Footwear, Fashion, Accessory & Retail Sector," at MAGIC in Las Vegas, NV.

In December 2014, Sarah hosted a webinar titled "Bah Humbug! Regulations and Legal Strategy for the Holiday Retailer," with the Footwear Retailers and Distributors of America.  

In September 2014, Sarah conducted the panel discussion "Top 10 IP Pitfalls Faced by Start-Ups: Avoiding Costly Mistakes," hosted by the Silicon Valley Startup: Idea to IPO in San Francisco, CA.  

In June 2014, Sarah moderated a panel called “IP in Attractions” at the IAAPA Asian Attractions Expo in Beijing, China.

In April 2014, Sarah presented a speech titled “We’re All Buzzing! Substantiation in the Tech Industry" during ANA's Advertising Law & Public Policy Conference in Washington, DC.

Sarah was part of a panel discussion on claim substantiation at the 2013 NAD Annual Law Conference; she also was a member of the Planning Committee for the conference.

In June 2012, Sarah presented a speech entitled “Safety and Intellectual Property” at the Safety Institute at the IAAPA Asian Attractions Expo in Hong Kong.

In May 2012, Sarah was part of a panel discussion on “Hot Topics in Advertising Law” at the Personal Care Products Council’s annual meeting in Charleston, South Carolina.

In January 2012, Sarah was part of a panel discussion regarding Cyber Risk and Data Breach in Los Angeles, CA and in May 2012 Sarah hosted a panel discussion on the cross-border transfer of data at Arent Fox’s Washington DC office.

In October 2010, she moderated a panel discussion titled “The Consumer Speaks: Updates on User Generated Content, Endorsements and Testimonials” at the 2010 Annual NAD Conference: “What’s New in Comparative Advertising, Claim Support and Self Regulation.

Sarah also presented a speech titled “What Your Products Are Doing Online” at the Aftermarket eForum in Chicago in July 2008.

Sarah presented a speech titled “Distributor Liability: What You Need to Know” at the HDAW Trade Show in Las Vegas in January 2008.

Sarah also co-wrote an article summarizing the data protection laws in the United States, which was published in Data Protection in the European Union and other Selected Countries: A New Comparative Study in 2006.

Sarah co-wrote the article “New Security Standards Available to Merchants to Prevent ID Theft”, which was published in the February 2006 edition of the Journal of Payment Systems Law.

Sarah also presented a speech titled “eCommerce Legal Issues: What You Need to Know” at the 2006 Aftermarket eForum in Chicago in July.

Sarah presented a speech titled “Combating Counterfeit and Gray Market Goods” at the Heavy Duty Aftermarket Week (HDAW) Trade Show in Las Vegas in January 2006.

Sarah presented a speech at a HARDI Technology Session titled “e-Commerce Legal Issues” in October 2004.


Blog Posts by Sarah L. Bruno

HIPAA / Health Privacy & Security
Regulation from Across the Pond: GDPR’s Implications for United States Health Care Organizations

What’s New?

In May 2018 - merely 14 months from now - the European Union’s (EU) General Data Protection Regulation (GDPR) will go into effect. Organizations established in the European Economic Area (EEA) are subject to the GDPR and must abide by its rules with respect to the collection, processing, and transfer of personal data. And as we explained last year, health care and other organizations not established in the EEA that collect or process European personal data (by offering goods or services to individuals in the EEA or monitoring their behavior) are also subject to the GDPR - a controversial extraterritorial reach.

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HIPAA / Health Privacy & Security
Health Care Compliance Association (HCCA) Webinar: Navigating the Rest of the Iceberg - Privacy and Security Compliance Beyond HIPAA

Please join Arent Fox partners Sarah Bruno, Jade Kelly and Matthew Mills on Tuesday, February 21 from 1:00-2:30 PM Eastern for a Health Care Compliance Association webinar titled Navigating the Rest of the Iceberg: Privacy and Security Compliance Beyond HIPAA

About this Webinar
This webinar will walk through privacy and security laws commonly overlooked by health care organizations. Topics covered include: The Gramm-Leach-Bliley Act; PCI Compliance; FTC Guidance; Applicable State Laws; and EU General Data Protection Regulation. We will provide useful information for assessing when these laws apply, as well as tips and practical guidance for compliance.

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HIPAA / Health Privacy & Security
At PrivacyCon, Researchers Discuss Today’s New Technologies, Highlight Not-So-New Privacy and Security Issues

What’s New?

On January 12, 2017, the Federal Trade Commission (FTC) held its second PrivacyCon conference. PrivacyCon brings together researchers, academics, industry representatives, consumer advocates, and government regulators, to discuss the latest research and trends related to consumer privacy and data security. This year’s PrivacyCon featured presentations from academics and technology researchers covering the following five main areas: (1) the Internet of Things (IoT) and Big Data; (2) mobile privacy; (3) consumer privacy expectations; (4) online behavioral advertising; and (5) information security. FTC Chairwoman Edith Ramirez, who is stepping down effective February 10, 2017, opened the conference with the myriad of ways consumer data is collected, asking if the risks associated with data collection outweigh the benefits.

Why Should You Care?

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Arent Fox LLP, founded in 1942, is internationally recognized in core practice areas where business and government intersect. With more than 350 lawyers, the firm provides strategic legal counsel and multidisciplinary solutions to clients that range from Fortune 500 corporations to trade associations. The firm has offices in Los Angeles, New York, San Francisco, and Washington, DC.