Media & Entertainment

Freedom of expression and editorial matters

Freedom of expression and the editorial regulatory framework are fundamental to media operators' activities. MAQS assists media companies, editorial offices and publishers in matters relating to freedom of the press and freedom of expression, defamation and other editorial liability issues, press ethics, media ethics, and licensing and supervisory matters under broadcasting legislation. Our advice includes:


• Freedom of the press and freedom of expression issues, including responsible editors and publishing certificates
• Defamation, insult and other editorial matters
• Press and media ethics matters and cases before the Media Ombudsman and the Media Ethics Council
• Licensing and supervisory matters under the Radio and Television Act and the relationship with the Swedish Press and Broadcasting Authority

Intellectual property and media rights

Intellectual property is at the core of the media and entertainment industry's business model. MAQS offers broad and deep expertise in copyright, trademark law and related rights – whether structuring rights licences, handling disputes over content ownership, or securing trademark protection in an international launch. We also handle the increasingly important issues at the intersection of AI and copyright, including rights linked to AI-generated and AI-assisted content. Our advice includes:


• Copyright and related rights for content, music, film and TV
• Licence and distribution agreements for digital and physical channels
• Trademark protection and registration, nationally and internationally
• Music licence agreements, synchronisation rights and master rights
• Management of rights portfolios in acquisitions and mergers
• Risk assessments and disputes concerning copyright infringement and trademark infringement
• Liability of platforms and service providers to remove infringing or criminal content

Commercial agreements and business development

The media and entertainment industry depends on a complex web of commercial relationships between rights holders, platforms, distributors, advertisers and creators. MAQS drafts, reviews and negotiates all types of commercial agreements – including production agreements, publishing agreements, licence agreements and distribution agreements – tailored to the sector's specific needs. Our advice includes:

• Production agreements for film, TV and digital content
• Publishing agreements for books, audiobooks and digital publications
• Distribution agreements, broadcasting agreements and streaming agreements
• Platform agreements and terms of service
• Collaboration agreements and sponsorship agreements
• Influencer agreements, ambassador agreements and commercial collaboration agreements
• Agency agreements and management agreements in music and entertainment
• Advertising and marketing agreements

Transactions and corporate law

We regularly assist with acquisitions, disposals and mergers in the media and entertainment sector. Our advice covers the entire transaction process, from due diligence focusing on rights mapping and commercial agreements to negotiation and execution of transaction documentation. We also handle company formations, joint ventures and restructurings for companies at all stages, from early-stage start-ups to listed media companies. Our advice includes:

• Acquisitions and disposals of media companies, rights portfolios and platforms
• Due diligence with IP and contract focus
• Joint ventures and collaboration structures
• Company formations and restructurings
• Capital raising and investments

Marketing law and advertising

Marketing of content, services and brands in the media industry is subject to clear regulatory frameworks. MAQS advises on the Marketing Practices Act, the boundary between freedom of expression and marketing, contractual terms in influencer collaborations, guidelines for native advertising and sponsored content, advertising rules for digital platforms, and supervisory matters before the Swedish Advertising Ombudsman (RO) and the Swedish Consumer Agency. Our advice includes:


• Marketing law for digital platforms and social media
• Retail Media
• Influencer marketing, influencer agreements and advertising identification rules
• Advertising rules and review of campaign materials
• Consumer law issues in connection with subscription services and streaming
• Native advertising, product placement and sponsorship
• Matters before supervisory authorities

Video games, esports and gaming

MAQS has extensive experience advising clients at the intersection of game development, esports and commercial rights management. We assist game developers, platform companies and esports organisations in matters concerning copyright and trademark law relating to game titles and characters, licence and distribution agreements, esports player agreements, sponsorship agreements and commercial collaborations. We also handle regulatory issues relating to in-game purchases, loot boxes and game-related content that borders on Swedish gambling legislation. For matters falling under Swedish gambling legislation, reference is made to MAQS' separate Gambling industry group.

AI and copyright

Developments in AI are changing how content is created, processed and distributed in the media and entertainment industry. MAQS advises on matters relating to AI and copyright, including the use of protected material, rights to AI-generated and AI-assisted content, and agreements and risk assessments linked to technology-driven business models. Our advice includes:

• Rights to AI-generated and AI-assisted content
• Use of copyrighted material in AI-related processes
• Agreements and licensing issues linked to AI-based content production
• Risk assessments in the development, distribution and commercial use of AI content
• Legal issues at the intersection of technology, content and commercial rights