Janet P. Peyton Partner

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Janet currently serves as the firm’s office managing partner for the Richmond office. She practices in the areas of intellectual property and data privacy and security. Janet provides worldwide brand protection, enforcement, licensing and transactional IP services, and she assists clients with preventive data security as well as compliance issues in the aftermath of a data breach.

Janet counsels clients in the United States on U.S. privacy compliance and data breach and advises lawmakers and industry groups on privacy legislation at the state and federal level. She holds the CIPP/US certification as a Certified Information Privacy Professional from the International Association of Privacy Professionals (IAPP).

Janet has substantial experience assisting clients with the strategic management of large U.S. and foreign trademark portfolios for retail, manufacturing and professional services companies, as well as institutions of higher education, and has significant experience with the IT and intellectual property aspects of mergers and acquisitions. She advises clients in all aspects of advertising and branding, including trademark and copyright license agreements, sponsorship agreements, product placement and influencer agreements. Among numerous annual recognitions, she was named a Client Service “All-Star” by BTI Consulting in 2022. She also is a past chair of the Virginia State Bar Intellectual Property Section.


  • Advised a client, a leader in one of the nation’s vital infrastructure sectors, on a major ransomware attack and data breach from day 1 of the attack through regulatory notifications and post-breach remediation.
  • Represented a major U.S. energy company with a complex vendor data breach impacting 250k+ consumers in 50 states as well as Canada, prepared consumer notices and arranged for call centers in two languages as well as numerous notices to Attorneys General; managed several follow up investigations and coordination with Canadian counsel on impacted consumers outside the U.S.
  • Assisted nationwide wholesale distributor/retailer with all aspects of multi-state ransomware data breach remediation, including preparation of notification letters for data subjects, notifications to state attorneys general and other relevant state agencies, coordination of credit monitoring benefits for data subjects.
  • Serves as worldwide coordinating trademark counsel for a major U.S. university with a top-tier licensing program.
  • Negotiated multi-million dollar, multi-year college bowl sponsorship agreements for a major U.S. food manufacturer.
  • Serves as worldwide trademark coordinating counsel for widely-recognized environmental certification marks.
  • Represented numerous colleges and non-profits in privacy compliance work following a data breach at a major educational services provider, including one involving over 300k data subjects.
  • Represented multi-national manufacturer with divestiture from parent company, including complex cross-licensing arrangements, consent agreements, and transition of 400+ trademark multinational portfolio.
  • Acted as outside counsel to the U.S. Chamber of Commerce in the development of its proposed Federal Consumer Privacy Act in 2018-2019.
  • Provided strategic advice to two liberal arts colleges regarding revisions to their intellectual property policies to ensure ownership by the college of online course material.
  • Created comprehensive information governance package for large, multi-national company routinely handling sensitive student data.
  • Represented Platform-as-a-Service (PaaS) provider in negotiation of long-term contract to provide online services for a major publishing house.