Daniël is a seasoned litigator and trusted advisor in the field of advertising, marketing and e-commerce, offering clients strategic counsel on the full spectrum of legal issues impacting these industries. He has a proven track record of successfully representing clients in complex disputes before both civil courts and self-regulatory bodies, particularly in cases involving advertising campaigns, intellectual property disputes, and regulatory compliance challenges.
Operating from Amsterdam's vibrant creative hub, Daniël works with some of the world’s most innovative ad agencies and high-profile brands across diverse industries, including FMCG, food & beverages, online retail, entertainment, aviation, fashion, technology, and charity. He is particularly adept at protecting and enforcing intellectual property rights such as trademarks and copyrights, ensuring that his clients' creative assets remain secure and their reputations untarnished. Daniël’s litigation capabilities, combined with his industry-specific expertise, make him a formidable ally for brands and agencies navigating the legal complexities of today’s fast-paced advertising and e-commerce landscape.
Daniel teaches advertising law to lawyers at the “Martens Academie” post-graduate intellectual property program. He also teaches portrait law (right of publicity) at VU University Amsterdam. Daniel chairs the Netherlands Advertising Law Association (VvRr) and is global vice-chairman of the Global Advertising Lawyers Alliance (GALA), a network of the leading advertising lawyers active in many countries across the globe.
What others say
“Daniel Haije assists advertising agencies and clients from a range of sectors, including energy and retail, with both contentious and non-contentious advertising matters. One client notes that his “handling of our queries is always assured, knowledgeable and practical.””
“Interviewees affirm that Daniel Haije ‘is very knowledgeable on advertising law’ and add that he is ‘very approachable and comes with easy to implement solutions.’ He assists clients from a range of sectors, including energy and financial services, with both contentious and non-contentious advertising matters.”
“Daniël Haije continues to be a leading figure in the comparative advertising arena proactively serving clients such as L’Oréal and Heineken.”
“Interviewees say that Daniel Haije “always impresses with his extensive knowledge on advertising rules,” adding: “He is smart, creative and pragmatic.” He often handles disputes before the Advertising Code Committee, assisting clients in sectors ranging from food and drink to electronics. He also has experience in advisory matters.”
“Daniel Haije is particularly experienced in mandates involving comparative advertising campaigns and represents clients from the retail, fashion and technology sectors. Clients appreciate his “excellent client service,” noting that he is “always friendly and responsive, as well as commercially aware and astute.””
“Daniel Haije specialises in trade mark infringement and protection issues. He is also noted for impressive work in advertising cases. (…) As well as impressing several peers with his caseload, clients describe him as “smart, knowledgeable and he speaks our language. He understands our creative limitations and options”. (…) Clients praise him as a “very good speaker in court with the ability to improvise if necessary”, while also admiring his “thorough”approach.”
Recent work
Assisting the launch of a comprehensive European e-commerce project.
Negotiating a Master Services Agreement between an ad agency and its blue chip client.
Representing a large cosmetics company in summary proceedings against a competitor on misleading advertising for sunscreen products.
Representing the world market leader in navigational equipment in multi-jurisdictional proceedings regarding comparative advertising against its main competitor.
Representing an apparel company in a landmark case on nudity in outdoor advertising before the Dutch self-regulatory body.
Obtaining an ex parte injunction against a competitor for a nationwide liquor retailer.
Representing a manufacturer of lighting equipment in litigation on misleading comparative advertising against its main competitor.
IP and advertising counsel for the largest Dutch supermarket chain.
Drafting several celebrity endorsement contracts.
Daniël has registered intellectual property as his principal legal practice area in the Netherlands Bar’s register of legal practice areas (rechtsgebiedenregister). Based on this registration, he is required to obtain ten training credits per calendar year in this principal legal practice area in accordance with the standards set by the Netherlands Bar.