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Mateusz Franke

Partner, attorney at law LinkedIn

Mr Franke is a graduate of the Jagiellonian University, Faculty of Law and Administration and the German Law School, and member of the Cracow Bar Association, where he completed with distinction his attorney-at-law training. Lawyer recommended in The Legal 500 ranking, in the Commercial, Corporate & M&A area for Poland (2021, 2022). In the Ranking of Law Firms of "Rzeczpospolita" daily for 2022, he was recognised as a Leader in the field of consumer affairs, in 2024 became a lawyer recommended in the field of TMT.

He specialises in the regulation of e-commerce law, marketing and advertising, personal data protection, new technologies, gambling and tax aspects of marketing and promotion. He has extensive professional experience, which he has been gaining since 2010 in reputable law firms dealing with intellectual property law, marketing and advertising, and new technologies.

He has advised leading entrepreneurs from various industries (including retail chains, convenience stores, manufacturers of sensitive goods, e-commerce platforms, financial sector and marketing agencies) on complicated, innovative projects related to e-commerce, personal data protection, paperless, new technologies and consumer protection. He has provided comprehensive legal services concerning hundreds of promotional campaigns – including nationwide competitions, lotteries and loyalty programs implemented by entrepreneurs from various market sectors (FMCG, retail chains, financial, construction, automotive, fitness and other industries). He also has extensive professional experience related to consultancy in the field of intellectual property law, protection of personal rights, counteracting unfair competition, cybersecurity and tourist services.

Mr Franke has authored a number of publications in the field of privacy and personal data law and the protection of heritage sites. He is a speaker at training sessions and industry events, lectures in postgraduate studies in the "data protection controller" course (Katowice Business University (KBU)), and "law of modern technologies" (Leon Koźmiński Academy), and has also taught courses on personal data protection for trainee attorneys at law at the Cracow Bar Association. He works with the AI LAW TECH Foundation and the New Technology Rights Association. He is a member of the Association of Data Protection Practitioners. Before joining FinTaxLegal, he was a partner in a boutique law firm and, at the same time, a long-standing co-worker of one of the leading Polish practices.

He provides services in Polish, English and German.

Training sessions, workshops and speeches

  • 2025
    • “Legal aspects of e-marketing and e-advertising,” lecture as part of the postgraduate course ‘Law of modern technologies’ (22nd edition), Leon Kozminski Academy, Warsaw, April 12, 2025.
    • ‘European Commission guidelines on prohibited AI practices and the banking sector’, presentation at the training course “Artificial intelligence in the bank - how to effectively implement AI solutions?” at the Digital Banking Academy (ZBP), March 20, 2025.
    • “Legal aspects of e-marketing and e-advertising,” lecture as part of the postgraduate course ‘Law of modern technologies’ (21st edition), Leon Kozminski Academy, Warsaw, February 22, 2025.
    • "Marketing consents in the new way? What changes the PKE." A presentation as part of the Open Days of Postgraduate Studies in Law of Modern Technologies, Kozminski University, January 29, 2025.
  • 2024
    • “AI technology monitoring vital signs,” presentation at the XXXIII Economic Forum, Karpacz, September 2024.
    • “Digital Services Act (DSA) and Advertising Profiling with Special Categories of Data,” presentation at the 7th ABI Expert Forum, Krakow, May 15, 2024.
    • “Legal aspects of e-marketing and e-advertising,” lecture as part of the postgraduate course ‘Law of modern technologies’ (20th edition), Leon Kozminski Academy, Warsaw, May 11, 2024.
    • "New Information Obligations Concerning Sellers and Their Products on Online Marketplaces", presentation during the workshop "The Impact of New Technologies and Recent Legal Changes on Consumer Protection" (MMC Polska), March 19, 2024
    • “The Digital Services Act through the eyes of commentary authors,” Faculty of Law and Administration, University of Lodz, Lodz, March 15, 2024.
    • "Special Categories of Data – The Challenge of Defining Boundaries Under CJEU Jurisprudence", presentation at the 5th Edition of Data Protection Day (ABI Expert), Warsaw, February 26, 2024.
  • 2023
    • "What is Direct Marketing from a Legal Perspective, and Is It Limited to Business?", presentation at the 6th Forum on Information and Personal Data Protection (ABI Expert), Toruń, October 24, 2023.
    • "Information Obligations in Consumer Relations and Plain Language", presentation during the training "Metaverse and Banking for Generation Z" as part of the Digital Banking Academy (ZBP), May 30, 2023.
    • "Payment with Data and Free Online Services in the Context of the Digital Content Directive (2019/770)", presentation at the 6th ABI Expert Forum, Kazimierz Dolny, May 15, 2023.
    • "Legal Aspects of E-Marketing and E-Advertising", lecture within the postgraduate program "Law of Modern Technologies" (19th edition), Kozminski University, Warsaw, April 15, 2023.
    • "Legal Aspects of E-Marketing and E-Advertising", lecture within the postgraduate program "Law of Modern Technologies" (18th edition), Kozminski University, Warsaw, April 2, 2023.
    • "The Digital Services Act and Digital Markets Act and the Processing of Personal Data in Online Advertising", presentation at the 4th Edition of Data Protection Day (ABI Expert), Warsaw, February 27, 2023.
  • 2022
    • "Legal Aspects of E-Marketing and E-Advertising", lecture within the postgraduate program "Law of Modern Technologies", Kozminski University, Warsaw, November 2022.
    • "New Consumer Protection Rules Introduced by EU Directive 2019/770 on Certain Aspects Concerning Contracts for the Supply of Digital Content and Digital Services", online workshop organized by MMC Polska, October 2022.
    • "Google Analytics and Data Transfers Outside the EEA", presentation during the meeting of the Association of Data Protection Practitioners, September 2022.
    • "Using Google Analytics and Ensuring GDPR Compliance", presentation at the 5th ABI Expert Forum, Łochów, May 2022.
    • "Consents for Email Marketing", conversation with legal counsel Dr. Marlena Sakowska-Baryła on her YouTube channel, February 2022.
    • "How Many Consents Are Needed to Send Marketing Emails?", presentation at the 3rd Edition of Data Protection Day (ABI Expert), Warsaw, January 2022.
  • 2021
    • "Standard Contractual Clauses Between Controllers and Processors (EC Implementing Decision 2021/915)", 4th Forum on Information and Data Protection, Toruń, November 2021.
    • "Personal Data Protection in Marketing, Advertising, and Promotion", lecture within the postgraduate program Data Protection Officer, Wojciech Korfanty Upper Silesian University of Commerce, Katowice, January 2021.
  • 2020
    • "Cookies in Practice – Technical and Legal Aspects", online seminar conducted together with Tomasz Izydorczyk in collaboration with Kozminski University and IT LAW NET, July 2020.
    • "Personal Data Protection in Marketing, Advertising, and Promotion", lecture within the postgraduate program Data Protection Officer, Wojciech Korfanty Upper Silesian University of Commerce, Katowice, October 2020.
    • "Standard Contractual Clauses (Based on Clauses Approved by the Danish Supervisory Authority)", conversation with legal counsel Dr. Marlena Sakowska-Baryła on her YouTube channel, June 2020.
    • "Personal Data Protection in Marketing, Advertising, and Promotion", lecture within the postgraduate program Data Protection Officer, Wojciech Korfanty Upper Silesian University of Commerce, Katowice, February 2020.
    • "Marketing and Promotional Activities vs. Betting Operations", internal training for a gambling industry company, Warsaw, January 2020.
  • 2019
    • "Promotional Campaigns in Poland: Legal and Tax Risks", workshop organized by Meet&Grow, Warsaw, June 2019.
  • 2018
    • "Promotional Campaigns – Selected Legal and Tax Issues", internal training for a gambling industry company, Warsaw, October 2018.
    • "Promotional Campaigns in Poland: Contests, Lotteries, Premium Sales – Legal and Tax Risks", workshop organized by Nowoczesna Firma, Warsaw, June 2018.
    • "Training on Gambling Regulations and Promotional Lottery Rules", internal training for a promotional lottery organizer, Warsaw, February 2018.
  • 2017
    • "Promotional Campaigns in Poland: Contests, Lotteries, Premium Sales – Legal and Tax Risks", workshop organized by Nowoczesna Firma, Warsaw, November 2017.
    • "Promotional Campaigns in Poland: Contests, Lotteries, Premium Sales – Legal and Tax Risks", workshop organized by Nowoczesna Firma, Warsaw, September 2017.
  • 2016
    • "Law in Marketing and Advertising", internal training for a gambling industry company, Warsaw, December 2016.
  • 2015
    • "Law in Marketing and Advertising", training organized by ATRIUM Marketing Academy, Warsaw, October 2015.
  • 2014
    • "Law in Marketing and Advertising", training organized by ATRIUM Marketing Academy, Warsaw, December 2014.

We share knowledge by writing

  1. M. Franke (współautor - autorstwo rozdziałów dotyczących zgody jako podstawy przetwarzania, zasady przejrzystości oraz marketingu bezpośredniego), "ODO. Compliance. Praktyczny komentarz z przykładami i orzecznictwem. Praxis", red. dr Paweł Litwiński, C.H. Beck, 2025
  2. M. Franke, "Przetwarzanie danych osobowych w akcjach promocyjnych" [w:] "Ochrona danych osobowych w marketingu i sprzedaży", red. Mirosław Gumularz, Patrycja Kozik, CH Beck, wyd. 2 (zaktualizowane), Warszawa, 2024.
  3. M. Franke, "Szczególne kategorie danych osobowych – nowe granice wyznaczone przez TSUE" [w:] ABI Expert, nr 4 (październik-grudzień)/2024
  4. M. Franke, E. Kulesza, "Czy dane "szczególnych kategorii" są wszędzie?" [w:] ABI Expert, nr 3 (lipiec-wrzesień)/2024
  5. M. Franke, "Uwagi na temat „zapłaty danymi” za treści cyfrowe i usługi cyfrowe" [w:] "Zapłata danymi, DMA, metaverse i inne wyzwania ochrony danych osobowych", red. naukowa M. Sakowska-Baryła, Presscom, 2024
  6. M. Franke, Komentarz do art. 21, 26, 27, 31, 32, art. 38 i 39 aktu o usługach cyfrowych [w:] "Akt o usługach cyfrowych. Komentarz", red. naukowa M. Gumularz, Wolters Kluwer, 2024
  7. M. Franke, "Ile zgód potrzeba na wysłanie e-maila marketingowego?" [w:] "Sztuczna inteligencja, transfery, odpowiedzialność i inne wyzwania ochrony danych osobowych", red. naukowa dr Marlena Sakowska-Baryła, Presscom, 2022.
  8. M. Franke, "Zgoda marketingowa - praktyczny przykład", ABI Expert, nr 1 (styczeń-marzec)/2022.
  9. M. Franke, "Zgody marketingowe – kluczowe pojęcia i otoczenie regulacyjne", ABI Expert, nr 4 (październik-grudzień)/2021.
  10. M. Franke, "Zgoda marketingowa na tle wypowiedzi regulatorów", ABI Expert, nr 4 (październik-grudzień)/2021.
  11. M. Franke, "Jak zebrać zgodę marketingową", ABI Expert, nr 4 (październik-grudzień)/2021.
  12. M. Franke, "Kolejny wyrok TSUE w sprawie pozyskiwania zgody", ABI Expert, nr 1 (styczeń-marzec)/2021.
  13. M. Franke, "Dalsze przechowywanie danych osobowych", ABI Expert, nr 3 (lipiec-wrzesień)/2020.
  14. M. Franke, "Poprzedni rok obrotowy", ABI Expert, nr 2 (kwiecień-czerwiec)/2020.
  15. M. Franke, "Pytania wokół wyroku w sprawie cookies", ABI Expert, nr 1 (styczeń-marzec)/2020.
  16. M. Franke, "Jak pozyskać zgodę na użycie cookies?", ABI Expert, nr 1 (styczeń-marzec)/2020.
  17. M. Franke, "Wyrok TSUE w sprawie zgody na pliki cookie", ABI Expert, nr 4 (październik-grudzień)/2019.
  18. M. Franke, "Przetwarzanie danych osobowych w akcjach promocyjnych" [w:] "Ochrona danych osobowych w marketingu i sprzedaży", red. Mirosław Gumularz, Patrycja Kozik, CH Beck, Warszawa, 2019.
  19. M. Franke, "Amatorskie poszukiwanie zabytków z użyciem wykrywacza metalu w świetle prawa angielskiego" [w:] "Dziedzictwo, dobra kultury, zabytki, ochrona i opieka w prawie", red. Piotr Dobosz, Katarzyna Szepelak, Witold Górny, Kraków, 2015.