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Marina Hurtado-Cruz

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Marina Hurtado-Cruz leads the Baker McKenzie's Patent practice in Mexico. With more than a decade of experience handling sophisticated intellectual property matters, she advises on a broad range of areas including prosecution, licensing, and litigation of patents, utility models, industrial designs and trademarks. In addition to this, Marina has extensive experience in areas of Health, Advertising and Consumer laws. In October 2019, Marina was appointed by the Secretary of the Mexican Ministry of Foreign Affairs, as ad honorem external advisor on intellectual property issues to collaborate in the development of IP public policies in Mexico.

On 4 November 2021, the Federal Consumer Protection Agency (PROFECO) issued two draft agreements relating to electronic commerce: the guidelines on the¬†Ethical Code on Electronic Commerce¬†(“Code of Ethics”) and the guidelines on the launch of the so-called “Distintivo Digital PROFECO”. The Code of Ethics seeks to establish a set of values and principles for online service providers to protect rights of consumers, promote a culture of responsible consumption, and protect human rights and vulnerable populations. The Distintivo Digital PROFECO, on the other hand, will act as a seal of confidence, with official recognition. Endorsed by PROFECO, it will be granted to online providers that, under PROFECO criteria, fully comply with consumer protection rules and the Code of Ethics.