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Sarah Butler

Partner - Sydney

Areas of Expertise

Corporate & Commercial Law, Technology, Media & Communications, Trade Mark and Brand Management, Intellectual Property, Startups & Emerging Enterprises, Government

Contact Sarah

+61 2 8083 0498 sarah.butler@holdingredlich.com Connect

Expertise

Sarah Butler is a Partner in our Sydney office, specialising in intellectual property, commercial and technology law, and media and advertising regulation.  Sarah is a trusted advisor to clients across a range of industries, guiding them through the complexities of IP protection, regulatory compliance, and commercial transactions.

Sarah is highly regarded for her approachable manner, efficiency, and ability to deliver commercially practical solutions. Her expertise and leadership in the legal profession were recently recognised when she was named a Thought Leader in Australia by Mondaq’s Thought Leadership Awards.

Sarah brings deep knowledge and experience across:

  • Intellectual property (including contentious and non-contentious trade mark matters, brand protection, copyright, and commercialisation)
  • Advertising and marketing (including regulatory compliance, pre-vetting, and Ad Standards complaints)
  • Commercial and IT contracting (including services agreements, licensing, and technology transactions)
  • Regulatory advisory (particularly under the Australian Consumer Law)
  • Media law

Experience

Sarah’s recent experience includes: 

Intellectual property - trade marks, commercialisation and enforcement

Sarah assists clients through the full lifecycle of intellectual property matters—from innovation to registration, protection, commercial use, and enforcement. Her IP services include:

  • Domestic and international trade mark registration and portfolio management (including certification marks)
  • Advising on contentious IP issues and disputes
  • Drafting and negotiating complex IP licensing, assignment, and commercialisation agreements
  • Supporting clients with enforcement strategies and infringement proceedings

Advertising and marketing law

Sarah is regularly engaged by advertising agencies, media businesses, and brand owners to provide comprehensive legal support, including:

  • Drafting and negotiating advertising and talent agreements (including for influencers and key talent)
  • Reviewing and pre-vetting advertising and promotional content for legal risk (including copyright, defamation, and consumer law compliance)
  • Advising on the AANA Code of Ethics and other advertising standards
  • Managing Ad Standards complaints and risk mitigation in campaigns

Commercial, technology and regulatory law

Sarah supports a wide variety of commercial transactions, especially in technology and services industries. Her work includes:

  • Drafting and negotiating commercial contracts, IT and services agreements
  • Advising on sponsorship, referral, and distribution arrangements
  • Regulatory compliance advice, particularly under the Australian Consumer Law
  • Structuring of commercial arrangements and advising on risk allocation

Membership

Member, Communications and Media Law Association (CAMLA)
Member, Intellectual Trademark Association (INTA)
Member, Intellectual Property Society of Australia and New Zealand (IPSANZ)

Publications

06 November 2024 - Knowledge

AANA releases new Environmental Claims Code applicable to all Australian advertising

#Technology, Media & Communications, #Environmental, Social and Governance (ESG)

The new Code released by the Australian Association of National Advertisers (AANA) will commence from 1 March 2025, and will require advertisers to ensure that any environmental claims in advertising are truthful, clear, transparent and verifiable.

30 October 2024 - Knowledge

Proposed reforms to the Australian Consumer Law set to address unfair trading practices

#Competition & Consumer Law

The government has recently announced proposed reforms to expand the framework under the Australian Consumer Law to include a wider range of unfair conduct that is currently unregulated.

30 October 2024 - Knowledge

Trade mark lessons from Hemmes Trading v Establishment 203: Registration, reputation and reasonable diligence

#Trademark and Brand Management, #Intellectual Property

A recent case between two hospitality companies using similar names for their venues highlights three important lessons in trade mark and brand protection for all businesses.

06 December 2023 - Knowledge

Maintaining the health of your brand names and trade marks

#Trademark and Brand Management, #Intellectual Property, #Corporate & Commercial Law

Conducting regular ‘health checks’ of a business’ trade mark portfolio and strategy is critical to brand protection.

06 December 2023 - Knowledge

Changes to the Children’s Advertising Code are here

#Technology, Media & Communications, #Corporate & Commercial Law

The Australian Association of National Advertisers’ new Children’s Advertising Code came into effect on 1 December 2023. Brands and advertisers need to reassess how they advertise to children.

28 June 2023 - Knowledge

Ad Standards year in review: Lessons for brands and advertisers

#Technology, Media & Communications

Ad Standards recently released its yearly Review of Operations, offering brands and advertisers helpful insight into the types of advertisements most likely to attract complaints and the most topical issues for consumers and regulators.

06 June 2023 - Knowledge

'Greenwashing': A caution to trade mark owners

#Intellectual Property

The recent crack-down on “greenwashing” has seen business owners considering the potential impact on trade marks used to promote environmental credentials of goods and services.

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