In today's rapidly advancing digital age, the intersection of technology and law has become a critical space for businesses to navigate. Alessandro Vercellotti, a specialist in digital law and the founder of the "Digital Lawyer" brand and Legal For Digital, has dedicated his career to helping companies thrive by embracing legal strategies that improve business performance. With a strong background in marketing and a desire to redefine the traditional legal profession, Alessandro has carved out a unique role for himself in the legal field.
Alessandro, what prompted you to specialise in digital law and what characteristics do you consider essential to excel in this field?
One of my great passions has always been the world of marketing, so digital professions have always interested me. The idea of becoming a lawyer different from the others, one who didn't necessarily have to attend court, let's say a "non-classic" lawyer, was always at the basis of how I saw my profession. I combined these two elements and became the Digital Lawyer, a brand I registered in 2018.
I believe that the essential characteristics are curiosity about digital innovations and the ability to develop legal strategies that increase business performance, precisely through the application of regulations.
How does the Italian legal landscape support or hinder companies operating in the digital space?
European regulations, such as the GDPR, can seem daunting for companies that process data for marketing purposes. However, with the right mindset, a solid understanding of the regulations and proper implementation of the requirements, better performance is possible. It is necessary to move away from the idea that the law is just an obligation and start seeing it as an opportunity to find innovative legal solutions that can increase turnover.
With the advent of artificial intelligence and digital technologies, what are the main legal risks companies need to be aware of?
With the imminent entry into force of the AI Act, data management continues to be the main legal concern for anyone with a website, newsletter or e-commerce. Compliance with the GDPR remains imperative and a prerequisite for AI compliance. Until now, sanctions have mainly concerned the collection, management and storage of data. Furthermore, a new topic is emerging: website accessibility, a regulation that will transform the user experience (UX) and the design of brand communication, potentially opening up new markets.
How do you deal with data protection and customer privacy issues, especially in the light of GDPR regulations?
The GDPR has been in force for eight years, but still a very high percentage of companies are non-compliant. Investing in GDPR compliance means integrating data strategy into business procedures in a natural way. It is possible to think of GDPR as a working tool for collecting data effectively. A well-designed legal UX can offer enormous benefits to companies; it is an investment and not a cost.
Can you share an example of how you helped a client untangle a complex digital law issue?
One of the most interesting and challenging cases I have followed involved an e-commerce company in a serious crisis related to the management of its customers' personal data. It suffered a data breach that compromised the data of thousands of users. By not complying with the GDPR, the e-commerce company risked not only severe penalties but also serious damage to its reputation. With a prompt emergency consultation, I organised my intervention to limit the immediate damage, ensured that all the notification procedures required by the GDPR were followed, and implemented a crisis management plan with security policies. Afterwards, I worked with the team to review and update the entire data management system to make e-commerce GDPR compliant. The timely intervention avoided serious penalties and allowed the company to significantly improve its reputation. The speed with which Legal For Digital handled the situation turned a potential catastrophe into an opportunity for growth.
What are the most common legal mistakes you see companies make when switching to digital platforms?
Common legal errors include non-compliance with the GDPR, especially with regard to consent management and transparency in data collection. Another frequent mistake is underestimating the importance of creating clear terms and conditions for customers, especially for those operating e-commerce or digital platforms.
How do you keep abreast of the rapidly changing digital law landscape and how do you integrate these changes into your business?
In addition to staying up-to-date on regulations and innovative digital tools, I frequently participate in marketing courses, follow developments in digital and social media platforms and network with professionals from fields other than my own. This allows me to fully understand the needs of my clients and to integrate the changes into my legal practice.
What advice would you give to start-ups or small businesses in Italy on digital law and compliance?
I recommend implementing good legal practices from the outset, considering them part of the business plan and not ancillary obligations. Users today are more informed and evaluate companies also by the way they treat their data and by the transparency of the user experience on websites. Being compliant means investing in brand reputation, as well as avoiding penalties and litigation.
How do you imagine digital law evolving over the next five to ten years, especially with the advent of new technologies such as blockchain, cryptocurrencies and the increasing dominance of artificial intelligence?
I expect that digital law will continue to evolve to adapt to technological innovation. Blockchain and cryptocurrencies are already raising new legal issues related to ownership, transparency and regulation. In addition, artificial intelligence will require increasingly targeted regulation to ensure data protection, ethics and fairness. Legal compliance will be increasingly integrated into business processes and digital strategies, becoming a crucial element for competitiveness.
