In the first episode of our Digital Commerce, Marketing and Advertising Series, London Partners Helen Brown and Julia Hemmings are joined by Lauren McGuirl, Director of Commercial Disputes at CEDR, to talk about the forthcoming P2B Regulation, that comes into force on July 12, 2020.

We take a look at:

  • the implications for platforms and the businesses who rely on them
  • the threshold questions – which arrangements does the regulation apply to?
  • the dispute resolution curve – including the interplay between the complaint handling mechanism and mediator requirements 
  • and finally, we discuss some of the more thorny questions we have encountered so far when advising clients, such as termination for convenience, ranking and differential treatment. 
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Julia Hemmings is a partner in Baker McKenzie's IT/Commercial Group based in London. Together with Helen Brown, Julia heads up the Consumer and Commercial Advisory Practice. Julia joined the Firm in 2001 and also worked in the Sydney office from March 2006 to March 2008. Julia advises on a broad range of commercial matters. She regularly advises on consumer, marketing, e-commerce and privacy issues in the context of online and offline business activities. Julia’s practice focuses on consumer transactions, particularly in the retail fashion sector, and on the technology side of fast-moving consumer products.


Helen Brown is a partner in the London IT/Commercial Department. Together with Julia Hemmings, Helen heads up the Consumer and Commercial Advisory Practice. Helen advises on all aspects of offline and online sales to consumers including issues relating to data privacy, sales promotion and advertising with particular focus on the fashion retail and digital media sectors. She has extensive experience of advising and negotiating distribution, agency and franchising agreements. Helen also assists companies on the legal aspects of promotional activities and tie-ups with charities.