• At Kemp Little, we are known for our ability to serve the very particular needs of a large but diverse technology client base. Our hands-on industry know-how makes us a good fit with many of the world's biggest technology and digital media businesses, yet means we are equally relevant to companies with a technology bias, in sectors such as professional services, financial services, retail, travel and healthcare.
  • Kemp Little specialises in the technology and digital media sectors and provides a range of legal services that are crucial to fast-moving, innovative businesses.Our blend of sector awareness, technical excellence and responsiveness, means we are regularly ranked as a leading firm by directories such as Legal 500, Chambers and PLC Which Lawyer. Our practice areas cover a wide range of legal issues and advice.
  • Our Commercial Technology team has established itself as one of the strongest in the UK. We are ranked in Legal 500, Chambers & Partners and PLC Which Lawyer, with four of our partners recommended.
  • Our team provides practical and commercial advice founded on years of experience and technical know-how to technology and digital media companies that need to be alert to the rules and regulations of competition law.
  • Our Corporate Practice has a reputation for delivering sound legal advice, backed up with extensive industry experience and credentials, to get the best results from technology and digital media transactions.
  • In the fast-changing world of employment law our clients need practical, commercial and cost-effective advice. They get this from our team of employment law professionals.
  • Our team of leading IP advisors deliver cost-effective, strategic and commercial advice to ensure that your IP assets are protected and leveraged to add real value to your business.
  • Our litigation practice advises on all aspects of dispute resolution, with a particular focus on ownership, exploitation and infringement of intellectual property rights and commercial disputes in the technology sector.
  • We have an industry-leading reputation for our outsourcing expertise. Our professionals deliver credible legal advice to providers and acquirers of IT and business process outsourcing (BPO) services.
  • We work alongside companies, many with disruptive technologies, that seek funding, as well as with the venture capital firms, institutional investors and corporate ventures that want to invest in exciting business opportunities.
  • Our regulatory specialists work alongside Kemp Little’s corporate and commercial professionals to help meet their compliance obligations.
  • With a service that is commercial and responsive to our clients’ needs, you will find our tax advice easy to understand, cost-effective and geared towards maximising your tax benefits.
  • At Kemp Little, we advise clients in diverse sectors where technology is fundamental to the ongoing success of their businesses.They include companies that provide technology as a service and businesses where the use of technology is key to their business model, enabling them to bring their product or service to market.
  • We bring our commercial understanding of digital business models, our legal expertise and our reputation for delivering high quality, cost-effective services to this dynamic sector.
  • Acting for market leaders and market changers within the media industry, we combine in-depth knowledge of the structural technology that underpins content delivery and the impact of digitisation on the rights of producers and consumers.
  • We understand the risks facing this sector and work with our clients to conquer those challenges. Testimony to our success is the continued growth in our team of professionals and the clients we serve.
  • We advise at the forefront of the technological intersection between life sciences and healthcare. We advise leading technology and data analytics providers, healthcare institutions as well as manufacturers of medical devices, pharmaceuticals and biotechnological products.
  • For clients operating in the online sector, our teams are structured to meet their commercial, financing, M&A, competition and regulatory, employment and intellectual property legal needs.
  • Our focus on technology makes us especially well positioned to give advice on the legal aspects of digital marketing. We advise on high-profile, multi-channel, cross-border cases and on highly complex campaigns.
  • The mobile and telecoms sector is fast changing and hugely dependent on technology advances. We help mobile and wireless and fixed telecoms clients to tackle the legal challenges that this evolving sector presents.
  • Whether ERP, Linux or Windows; software or infrastructure as a service in the cloud, in a virtualised environment, or as a mobile or service-oriented architecture, we have the experience to resolve legal issues across the spectrum of commercial computer platforms.
  • Our clients trust us to apply our solutions and know-how to help them make the best use of technology in structuring deals, mitigating key risks to their businesses and in achieving their commercial objectives.
  • We have extensive experience of advising customers and suppliers in the retail sector on technology development, licensing and supply projects, and in advising on all aspects of procurement and online operations.
  • Our legal professionals work alongside social media providers and users in relation to the commercial, privacy, data, advertising, intellectual property, employment and corporate issues that arise in this dynamic sector.
  • Our years of working alongside diverse software clients have given us an in-depth understanding of the dynamics of the software marketplace, market practice and alternative negotiating strategies.
  • Working with direct providers of travel services, including aggregators, facilitators and suppliers of transport and technology, our team has developed a unique specialist knowledge of the sector
  • Your life as an entrepreneur is full of daily challenges as you seek to grow your business. One of the key strengths of our firm is that we understand these challenges.
  • Kemp Little is trusted by some of the world’s leading luxury brands and some of the most innovative e-commerce retailers changing the face of the industry.
  • HR Bytes is an exclusive, comprehensive, online service that will provide you with a wide range of practical, insightful and current employment law information. HR Bytes members get priority booking for events, key insight and a range of employment materials for free.
  • FlightDeck is our portal designed especially with start-up and emerging technology businesses in mind to help you get your business up and running in the right way. We provide a free pack of all the things no-one tells you and things they don’t give away to get you started.

Dashing deliveries from Amazon

Last week Amazon launched the Amazon Dash Button for Amazon Prime customers based in the UK.The Dash Button allows customers to order supplies of products such as toilet roll, cat food or even play-doh at the touch of a Wi-Fi connected button. We consider some of the legal implications of this new product.

Each Dash Button is paired with a product of your choice which you press when running low. The service is configurable, so you can be notified on the Amazon app with each order, or so that new products won’t be ordered until your prior order has been delivered, regardless of how many times the Dash Button is pressed. This means there is no need to worry about young fingers pushing the button multiple times, but also that the Dash Button is not without user interface or control.  

The Dash Button is only a stepping stone for Amazon as it delves deeper into the Internet of Things – the connectivity of everyday objects with the infrastructure of the Internet. Coming next is the Amazon Dash Replenishment Service, which enables connected devices to order products from Amazon when your supplies are running low. Your printer could soon make sure that you never run out of toner and your American-style fridge could automatically reorder water filters as they near their end of life.

With the General Data Protection Regulation (“GDPR”) coming into force on 25 May 2018, Amazon and other companies looking to develop new products for the Internet of Things will need to be aware of the developments in EU data protection law which will affect how they design and bring their devices to market.

Under the GDPR data controllers will be obliged to adopt technical and organisational measures to protect data and must demonstrate that they are adhering to the concepts of privacy by design and privacy by default. This will include conducting data protection impact assessments in certain circumstances. If the impact assessment indicated that the processing would result in a high risk to individuals, then businesses will be required to consult with the national data protection authority before any processing takes place.

Devices such as the Dash Button will enable companies to collect data relating to shopping and consumption habits which is very valuable for retailers looking to market their products, but will reveal significant information about peoples’ lives. Under the GDPR, those who collect and use personal data will need a legal basis for doing so, likely to be consent in this case. However, consent will become harder to obtain. Data controllers will need to demonstrate that they have obtained consent through a clear affirmative act which was feely given, specific, informed and unambiguous. Pushing a button alone to order laundry detergent is not going to be sufficient. This means that making sure that privacy notices are clear and available and that consent is captured at the time the Dash Button is purchased will be key, combined with some means of user interface for communication with the customer. Successful businesses will likely have to be innovative, utilising icons and alerts on devices together with some sort of dashboard for the account, to keep both customers and regulators on board.

With the maximum fines under the GDPR reaching EUR 20 million or 4% of annual worldwide turnover, a striking contrast with the current maximum fine of £500,000 under the Data Protection Act 1998, compliance with GDPR is going to be a serious issue which is going to grab board level attention. The Dash Button is just a pre-cursor for the automated world to come, but organisations need to keep in mind customers’ privacy as well as convenience.

To read more on existing drone regulations, please refer to our article Drone law: heading into turbulence? 

Contact our experts for further advice

Gemma Lockyer, Nicola Fulford