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.
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.
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.
