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Serena King

Associate
Baker & McKenzie Services Ltd.

Biography

Serena is an associate in Baker McKenzie's IP, Data and Technology team based in London. Her practice encompasses a broad spectrum of intellectual property and technology law. She has a particular focus advising on product counsel, brand enforcement and platform liability issues.

She joined Baker McKenzie as a trainee in March 2019 and was admitted as a solicitor in England and Wales in 2021.

In recent years, Serena has undertaken several in-house secondments to deepen her industry knowledge.

Serena is heavily involved in Baker McKenzie's pro bono and social mobility initiatives through her role on the BakerOpportunity Steering Committee.

Practice Focus

Serena regularly advises on a broad range of both contentious and advisory aspects of intellectual property and technology related issues, with a particular focus on brand enforcement (specifically trade mark, passing off, design and copyright infringement), product counsel, platform liability and artificial intelligence issues. She also advises on a range of consumer, privacy and commercial law matters.

Representative Legal Matters

  • Provided complex advice to a number of new media, social and online platform clients, relating to IP, intermediary liability and cutting-edge product counsel issues including concerning the integration of generative AI.

  • Advised on a range of issues relating to the training and deployment of AI models and the regulation of AI.

  • Advised a range of social and online platform clients on compliance with the EU AI Act, Digital Single Market Copyright Directive, Digital Services Act and the AVMS Directive.

  • Acted for a global luxury fashion company in relation to online and offline IP enforcement matters.

  • Represented a number of leading technology companies on contentious matters such as IP, commercial and technology litigation in the IPEC and High Court.

  • Advised clients in a wide variety of industries (including technology, consumer goods and retail, financial services and healthcare) on GDPR compliance, including conducting compliance assessments and advising on recommended implementation steps.

  • Acting for a leading social media platform in a Coroner's inquest.

Professional Associations and Memberships

  • Law Society of England & Wales - Member

Admissions

  • England & Wales~United Kingdom (2021)

Education

  • Oxford University (Postgraduate Diploma in Intellectual Property Law and Practice) (2023)
  • BPP University Law School (LLM Commercial Legal Practice Course, Distinction) (2019)
  • University of Liverpool (LLB Law with Spanish, First Class) (2017)

Languages

  • English
  • Spanish

Firm Committee Memberships

  • BakerOpportunity Steering Committee Member
Baker & McKenzie LLP, an English partnership, is a member of Baker & McKenzie International, a Swiss Verein.