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Dale Joerling

Senior Counsel

St. Louis
314 552 6058 direct

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.

Thompson Coburn Publications

Invitations to collude – the unprecedented expansion of the FTC Act


Sweepstakes - The Essentials: What You Need to Know


Will Florida and New York let you change a sweepstakes after it starts?

Can I change the rules to my sweepstakes? 12 questions you should ask

How consumers ‘sweepstakes’ today: There’s an app for that

7 things you should know about sweepstakes and contests in employee incentive programs

Introducing Thompson Coburn’s new Sweepstakes Creator

Why a sweepstakes could seriously boost your customer surveys

Be careful reselling a sweepstakes prize

What to do when the winner of a sweepstakes or contest wants a different prize

New Missouri law legalizes prize-based savings promotion programs

What you need to know about the Approximate Retail Value (ARV) in Sweepstakes and Contests


"Invitations to Collude: The Unprecedented Expansion of the FTC Act";
The St. Louis Bar Journal, Spring 2011

Co-Author, "Tips for Recognizing and Analyzing Vertical Restraints";
St. Louis Bar Journal, Winter, 2007

Co-Author, "Don't Take Chances With Sweepstakes";
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

"Antitrust 101: The Fundamentals of Antitrust Law";
Moderator and Program Planning Chair, Bar Association of Metropolitan St. Louis, CLE Program, December 2005

"When Laws Collide: Antitrust vs. Intellectual Property";
Moderator and Program Planning Chair, Bar Association of Metropolitan St. Louis, CLE Program, December 2003