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Sam Jungyun Choi is an associate in the technology regulatory group in the London office. Her practice focuses on European data protection law and new policies and legislation relating to innovative technologies such as artificial intelligence, online platforms, digital health products and autonomous vehicles. She also advises clients on matters relating to children’s privacy and policy initiatives relating to online safety. 

Ms. Choi advises leading technology, software and life sciences companies on a wide range of matters relating to data protection and cybersecurity issues. Her work in this area has involved advising global companies on compliance with European data protection legislation, such as the General Data Protection Regulation (GDPR), the UK Data Protection Act, the ePrivacy Directive, and related EU and global legislation. She also advises on a variety of policy developments in Europe, including providing strategic advice on EU and national initiatives relating to artificial intelligence, data sharing, digital health, and online platforms.

  • Advising AI providers on the data protection law implications of collecting and processing large datasets (including facial biometrics and voice) to develop, provide, and improve their AI solutions, and on building governance structures for developing trustworthy AI solutions.
  • Advising life sciences industry clients on the data protection law implications of digital health applications, health data collaborations, and the use of health data and genetic data for research and development.
  • Advising leading technology industry clients on the data protection law implications of launching new products and services, including new types of retail experiences both online and offline.
  • Advising leading technology clients on regulatory investigations relating to compliance with the GDPR and the ePrivacy Directive.
  • Advising the Software Alliance (BSA) on two landmark cases before the European Court of Justice relating to international data transfers: Schrems II on standard contractual clauses and LQDN on the EU-U.S. Privacy Shield.
  • Advising leading technology and life sciences industry clients on compliance with international data transfer rules under the GDPR following the Schrems II decision.
  • Advising leading technology industry clients on the new EU legislation, including the Platform-to-Business Regulation and the Digital Content Directives.
  • Advising leading technology industry clients on EU policy initiatives and legislative proposals, including in relation to AI and proposals for the ePrivacy Regulation, the Data Governance Act, the Digital Services Act, and the Digital Markets Act.
  • Advising leading technology industry clients, including those in the Edtech and online gaming space, on compliance with the UK Information Commissioner’s Age-Appropriate Design Code of Practice for online services likely to be accessed by children.

Pro Bono

  • Advising the Centre for the Fourth Industrial Revolution Rwanda on the adoption of Rwanda's Data Privacy and Protection Law, and advising the Government of Rwanda on approaches to technology regulation.
  • Winner of the City of London Solicitors’ Company Prize (2016)