Jennifer McKenzie


 | Toronto

Jennifer McKenzie* (she/her/hers) is a partner in the Intellectual Property Group at Cassels and a Registered Canadian Trademark Agent. As a recognized leader in branding, regulatory, advertising, and marketing law, Jennifer advises both domestic and international clients on their portfolios. From the selection and clearance of trademarks to the legal review of advertising and claim substantiation, Jennifer provides advice in a wide range of industry sectors from prepackage consumer goods to regulated products such as cannabis, drugs, medical devices, cosmetics, food, and alcoholic beverages. Jennifer offers extensive experience in trademark prosecution and enforcement, and has represented clients in regulatory investigations, competitive trade disputes, and appeared before Ad Standards. She also advises clients on federal and provincial privacy legislation for the private sector, including Canada’s anti-spam law, and the drafting of consumer facing privacy policies and terms of use. In addition, Jennifer helps clients in relation to promotion and contest design and the drafting of commercial agreements including social influencer agreements and co-promotion agreements. For her work, Jennifer is recognized by such authorities as Chambers Canada, Lexpert, and Who’s Who Legal. In 2022, Jennifer was named Toronto’s “Lawyer of the Year” for Advertising & Marketing by Best Lawyers.

Jennifer sits on the Influencer Marketing Steering Committee of Ad Standards, the Cannabis Working Group for the Canadian Marketing Association, and is the Vice-Chair of the Marketing Practices Committee of the Canadian Bar Association.

Jennifer is also a frequent speaker on marketing and advertising law and intellectual property and has written extensively in these areas. She has spoken for organizations such as the Intellectual Property Institute of Canada (IPIC), Intellectual Property Owners Association (IPO), and the Ontario Bar Association (OBA).

Prior to joining Cassels, Jennifer was a partner at a leading intellectual property firm, where she led the Regulatory, Advertising & Marketing Group and co-led the Cannabis and COVID-19 Groups.

*Services provided through a Professional Corporation

  • Best Lawyers in Canada (Advertising & Marketing; Cannabis; Intellectual Property)
  • Best Lawyers in Canada, Lawyer of the Year (Advertising & Marketing Law – Toronto) (2022)
  • Canadian Legal Lexpert Directory (Advertising & Marketing,  Intellectual Property)
  • Chambers Canada (Advertising & Marketing)
  • Who’s Who Legal: Canada (Trademarks)
  • Who’s Who Legal: Trademark Law
  • WTR1000: The World’s Leading Trademark Professionals (Prosecution & Strategy)
  • Registered Trademark Agent (2005)
  • “Jennifer McKenzie stands out as an expert in the field. She has a great deal of experience and a nuanced approach to her analyses.” – Chambers Canada (Advertising & Marketing)
  • LL.B., Queen’s University, 1992
  • B.A. (Hons.), Western University, 1989
  • Ontario, 1994