Tore T. DeBella

Advertising Claims and Consumer Promotions

Tore has counseled major advertisers regarding high-stakes claims for the better part of two decades. He regularly represents companies bringing or defending competitor advertising challenges before the National Advertising Division of BBB National Programs (NAD), as well as counseling on federal and state class action and consumer protection claims. He has helped establish advertising compliance programs and trainings and is viewed as go-to counsel for emerging and cutting-edge advertising issues including AI usage, experiential loyalty programs, dark patterns, green marketing, price transparency, and more. He also helps clients navigate the complex legal landscape of consumer promotions, including sweepstakes, contests, commercial co-venture agreements, sales claims, and social media influencer campaigns.

Tore has represented a trade association in its challenge to environmental superiority claims made by a business in a competitive industry, defended a multinational consumer beauty company regarding several haircare efficacy and testing claims, and represented a leading snack food brand in its challenge to certain environmental and product sourcing claims, to name a few matters.

Brand Protection and Enforcement

Tore manages trademark portfolios through the entire brand life cycle — from selection and adoption of a brand through its registration and enforcement. He manages domestic and international portfolios of all sizes and is accustomed to working closely with clients to develop cost-effective brand strategies worldwide. When matters turn contentious, Tore handles cases before the Trademark Trial and Appeal Board and in federal courts. His contentious matters experience spans a wide range of intellectual property and IP-adjacent subject areas, including trademark infringement, dilution claims, anti-counterfeiting, and domain name disputes.

Among other cases, Tore has been involved in multiple IP licensing deals involving members of The Real Housewives television series, represented the descendant of a famous explorer in a challenge to use of her own last name, represented a group of Native American plaintiffs in their challenge to the name of a professional sports team, and represented a global instrument manufacturer in litigation regarding the shapes and names of iconic guitars popularized by its predecessor in the 1960s and 70s (which were, regardless of what anyone says, the heyday of rock n' roll).

Personal Interests

Spending a lot of time behind his desk is an occupational hazard for Tore, but he'd rather be outside. He is a CrossFit Level 1 Trainer, but he promises not to talk about it … unless you want to.