Reklama alkoholu przez influencerów
4 lis 2025
RE:defined lawyer
MKK.Legal
dr Marta
Kowalczuk-Kędzierska
Kowalczuk-Kędzierska
I'm not a textbook lawyer — I question, break the problem into parts, and propose solutions that are efficient in both time and cost for the client.
PhD
doctor of law and university lecturer
PhD
doctor of law and university lecturer
M&A
IP due diligence in PL & EU transactions
10+
years for brands, agencies and global corporations
Experience
Counsel that realistically weighs the situation and the odds
I hold a doctorate in law, lecture at university level and publish in “Rzeczpospolita” and academic journals. I specialise in intellectual property, advertising, e-commerce and new-technology law — advising the largest Polish and global corporations in pharmaceuticals, biotech, medicine, banking, FMCG, media and automotive.
I have taken part in due diligence during the largest M&A transactions on the Polish and EU markets. I combine the depth of a large firm with the accessibility and pace of a boutique — leading every client individually, with cost- and time-efficient solutions.
Pharma
Biotech
Medicine
Banking
FMCG
Media & TV
Automotive
New tech
Law in the AI era
AI creates in seconds. Legal risk comes with it.
Artificial intelligence generates contracts, graphics, claims and entire campaigns in moments. But it won’t check whose rights these are, won’t assess regulatory risk, and won’t take responsibility for what you publish. The more AI creates, the more decisions require a human who understands intellectual property, advertising and new-technology law.
Whose rights are these?
AI-generated content, training data, tool licences, rights to the final result.
Is it compliant and safe?
Claims, advertising, image rights, deepfakes, disclosure, consumer protection.
Who takes responsibility?
A human — not a model — answers for the publication, the campaign and the decision.
Moment of risk
There are moments when law should step in earlier
Before a campaign goes live. Before you sign a contract. Before a brand launches. Before a transaction. Before the first letter to an infringer. The costliest risks aren’t the ones that were hard to foresee — they’re the ones no one checked in time.
01
Before publishing
Advertising, influencer marketing, claims, contests, image rights, rights to materials.
02
Before signing
Contracts with creators, agencies, software houses, partners and counterparties.
03
Before a brand launch
Name, logo, domain, trademark, rights to the visual identity.
04
Before reacting to an infringement
Evidence, scope of rights and strategy — before you send the first demand.
05
Before a transaction
IP, know-how, licences and contracts in due diligence.
06
Before scaling e-commerce
Terms, promotions, consumers, subscriptions, marketplace, digital content.
Training
Knowledge delivered through real cases
I run training for practitioners — attorneys, legal counsel, in-house lawyers — as well as creators, the marketing industry, entrepreneurs and start-ups. I share my expertise through case studies from Polish and EU case law, matched to each audience's level.
- 01Trademarks & industrial designs
- 02Copyright & licensing
- 03Image rights & personal rights
- 04Unfair competition & advertising
- 05Social media ads & influencer marketing
- 06E-commerce law & consumer protection
Education
Doctor of law, lecturer and mentor
I hold a doctorate in law and a master's in management (University of Warsaw). I completed the British Law School run by the British Law Centre and the University of Cambridge, and I am PRINCE2 certified in project management.
I teach intellectual property law at Kozminski University in Warsaw. I am a member of AIPPI — the International Association for the Protection of Intellectual Property — and a Career Patron at the Women in Law Foundation (pro bono).
Doctor of Law
academic degree
MSc Management
University of Warsaw
British Law Centre
University of Cambridge
PRINCE2
project management
Publications
Selected publications
01
Crypto-investment promotions under UOKiK scrutiny
Rzeczpospolita
02
A breath of fresh air in industrial property law
Polska Chemia (co-author M. Oleksyn)
03
How to prove genuine use and reputation of a trademark?
Rzeczpospolita
04
The new definition of a trademark in light of CJEU case law
ZN UJ, IP Law Papers, 2019/4
05
Three sevens — enforceability clause of a notarial deed
Rzeczpospolita
06
Anti-crisis Shield 5.0 — continued chaos in enforcement
Rzeczpospolita
Video guides
See all
Law made simple — on video
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Z cyklu "prawnik na urlopie..."
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10 sty 2025
ambasador marki, wynalazca, prawo ochronne na wzór przemysłowy
26 lis 2024
Warning signs
Red flags worth spotting before the other side does
Not every matter looks like a legal problem at first. Sometimes it starts with one sentence in a contract, one post, one file without a licence, or one “we’ve always done it this way”.
- “Copyright? We have an invoice, so it’s probably ours.”
- “The influencer knows how to label the collaboration.”
- “A freelancer made the logo, but that was a while ago.”
- “We’re still using the terms from the previous version of the shop.”
- “It’s just inspiration, not a copy.”
- “The contract is short because the collaboration is simple.”
- “The NDA is signed, so the know-how is protected.”
- “The campaign is urgent — a lawyer will review it after it goes live.”