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Dale R. Joerling

Senior Counsel
Direct (314) 552-6058
Fax (314) 552-7000
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  • Overview
  • Affiliations
  • Civic Involvement
  • Honors
  • Publications
  • Speeches

Dale is a nationally recognized practitioner in the areas of sweepstakes and promotions law, and antitrust and trade regulation.

The founder of the preeminent legal blog on promotional sweepstakes and contests, Dale has advised major corporations and advertising agencies on all types of promotions for more than two decades. As one of the first attorneys to offer focused advice on this evolving area of law, Dale has counseled clients on promotions across the United States and represented foreign companies leading contests or sweepstakes aimed at U.S.-based customers.

In addition to writing and speaking frequently about top-of-mind regulatory issues for sweepstakes and contest sponsors, including the Children's Online Privacy Protection Act, Dale assists clients with periphery issues, such as in-house incentives and promotions for employees or dealer-distributors, or promotions involving charitable donations, which often invoke a specific set of commercial co-venture laws. He and his team are known for their quick handling of promotions rules, regulations, and other considerations, and their creation of the Thompson Coburn Sweepstakes Creator, which allows sponsors to quickly transform their ideas for a promotion into a sweepstakes or contest that complies with all applicable federal and state regulations.

Dale began his career as an attorney with the Federal Trade Commission. He has drawn on that experience during the 30 years he has represented clients in antitrust and trade regulation matters across a variety of industries, including health care, telecommunications, fashion, and chemical and pharmaceutical manufacturing. Dale helps clients build robust antitrust compliance programs and train employees on policy guidelines. For many years he has served as legal counsel to PharMACE, the National Association of Credit Managers' nationwide group of credit and financial executives, who represent many of the country's largest pharmaceutical companies.

American Bar Association
Antitrust, Business Law and Litigation Sections
The Missouri Bar
Bar Association of The District of Columbia
Illinois State Bar Association
Bar Association of Metropolitan St. Louis
Board of Governors
Chair, Business Law Section
Chair, Antitrust, Trade Regulation and Consumer Affairs Committee
Webster Groves School Board (1998-2004)
President (2002-2004)
City of Webster Groves Historic Preservation Commission
Chairman (1990-1992)
State Historical Society of Missouri
Life Member
Listed in "The Best Lawyers in America®" (2005-2016)
Named Lawyer of the Year for Antitrust Law in St. Louis by "Best Lawyers®" (2014)
Listed in "Missouri & Kansas Super Lawyers" (2005-2008, 2012-2015)
"Invitations to Collude: The Unprecedented Expansion of the FTC Act" The St. Louis Bar Journal (Spring 2011)
"Tips for Recognizing and Analyzing Vertical Restraints" Co-Author St. Louis Bar Journal (Winter 2007)
"Don't Take Chances With Sweepstakes" Co-Author Midwest In-House (October 2004)
"Clearance Agreement Between Department of Justice and Federal Trade Commission" St. Louis Lawyer (June 2002)
“Price Discrimination – Coping with the Robinson Patman Act” St. Louis Bar Journal (Spring 1999)
"Hot Topics in Antitrust Law," Program Chair and Presenter, Bar Association of Metropolitan St. Louis, CLE Program (April 2010)
"Don't Take Chances: What You Need to Know to Navigate the Pitfalls of Sweepstakes, Contests and Promotions" Bar Association of Metropolitan St. Louis (January 2009)
"Antitrust Compliance" National Association of Credit Managers (October 2009)
"Antitrust and the Roberts' Supreme Court," Program Chair and Presenter, Bar Association of Metropolitan St. Louis, CLE Program (January 2008)
"Recent Developments in Antitrust Law," Moderator and Presenter, Bar Association of Metropolitan St. Louis, CLE Program (September 2008)
"17th Annual CLE Potpourri for the General Practitioner" Bar Association of Metropolitan St. Louis (June 2007)
"An Antitrust Primer" St. Louis, MO 6th Annual Gateway Credit Conference (October 2002)
Dale R. Joerling
University of Missouri-Kansas City School of Law
J.D. (1976)
Law Review (1975-1976)
Urban Lawyer (1975-1976)
Southeast Missouri State University
B.A., with Distinction in Economics, cum laude (1971)
Thompson Coburn LLP
Partner (1987-Present)
Associate (1985-1987)
Guilfoil, Petzall and Shoemake
Associate (1981-1985)
Federal Trade Commission, Bureau of Competition, Washington, DC
Trial Attorney (1976-1981)
U.S. Army, Pentagon, Washington, DC
Military Personnel Center (1971-1973)
Missouri (1976)
District of Columbia (1980)
Illinois (1990)
Dale R. Joerling
Dale R. Joerling