Hanna-Maija Elo

Main Focus

Franchising, commercial agency, distribution and licensing; Intellectual property, especially trademarks, design rights, copyright, trade names as well as brand piracy and anti-counterfeiting enforcement; unfair competition; marketing law; data protection


Finnish (native), English, Swedish, German, (Italian)


Authorised trademark attorney, 2014
Attorney-at-Law (admitted to the Finnish Bar Association), 1998
Trained on the bench, District Court of Tuusula, 1996
LL M, University of Helsinki, 1994

Professional Experience

Properta Attorneys Ltd, partner, 2017–
Eversheds Attorneys Ltd. (formerly Juridia Bützow and Juridia), partner, 2008–2016
Heinonen & Co, Attorneys-at-Law, Ltd, partner, 1998–2016
Keijo Heinonen Oy, lawyer, 1997–1998
District Court of Tuusula, circuit court clerk and acting Assistant Judge, 1995–1996
Neste Corporation, assistant lawyer, 1994–1995


EuroFranchise Lawyers (EFL)
Finnish Bar Association
Finnish Association for Industrial Property Rights
Finnish Anti-Counterfeiting Group
Finnish AIPPI Group
Finnish Fashion Law Association
International Trademark Association (INTA)


Thomson Reuters Practical Law 2018: Franchising Global Guide. Finnish part
Lauer / Pratt (ed.) 2017: Fundamentals of Franchising - Europe. Finnish part
INTA (ed.) 2016 - , Trademark Enforcement Guide, Finnish part
Wormald & Abell (ed.) 2011: Alternative corporate re-engineering / Building businesses through third party relationships and expansion into new markets. Finnish part
Zeidman (ed.) 2007–2010: Getting the Deal Through Franchise. Finnish parts
Nicholson, Sinder (ed.) 2008–2010: Getting the Deal Through Trademarks. Finnish parts
MPI for Intellectual Property 2006: Gemeinschaftsmarke und Recht der Mitgliedstaaten (“Collective mark and right of the member states”). Finnish part
Harriss-Newiss (ed.) 1997–: International Intellectual Property Litigation. Finnish part
Articles in Finnish and foreign publications


Chambers Europe and Global 2023, Band 1 - Intellectual property
The Legal 500 EMEA, 2023, Leading Individuals – Intellectual property
World Trademark Review, WTR 1000, 2023, Gold category; WTR Global Leaders 2023
Managing Intellectual Property, 2023, Trade mark Star, Top 250 Women in IP
Who’s Who Legal: Recommended in IP – Trademarks 2023 and Franchising 2023