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Sam Jungyun Choi

Associate

Brussels +32 2 549 5269

  • About
  • Representative Matters
  • Credentials
  • About

    Recognized by Law.com International as a Rising Star (2023), Sam Jungyun Choi is an associate in the technology regulatory group in Brussels. She advises leading multinationals on European and UK data protection law and new regulations and policy relating to innovative technologies, such as AI, digital health, and autonomous vehicles.

    Sam is an expert on the EU General Data Protection Regulation (GDPR) and the UK Data Protection Act, having advised on these laws since they started to apply. In recent years, her work has evolved to include advising companies on new data and digital laws in the EU, including the AI Act, Data Act and the Digital Services Act.

    Sam's practice includes advising on regulatory, compliance and policy issues that affect leading companies in the technology, life sciences and gaming companies on laws relating to privacy and data protection, digital services and AI. She advises clients on designing of new products and services, preparing privacy documentation, and developing data and AI governance programs. She also advises clients on matters relating to children’s privacy and policy initiatives relating to online safety.

    Areas of Expertise

  • Practices and Industries
  • Representative Matters
    • 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 technology regulations, including the Platform-to-Business Regulation, Data Governance Act, Data Act, Digital Services Act, and the UK Online Safety Act.
    • Advising leading technology industry clients on EU policy initiatives and legislative proposals, including in relation to AI in both the EU and UK.
    • 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.

    Areas of Expertise

  • Credentials
    Education
    • BPP Law School, L.P.C., 2015
    • BPP Law School, G.D.L., 2014
    • University of Oxford, B.A., 2013
        • Politics, Philosophy and Economics
    Bar Admissions
    • Solicitor of the Senior Courts of England and Wales
    • Brussels
    • California
    Languages
    • Korean
    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.
    Accolades
    • Law.com International, "Rising Stars" (2023)
    • Winner of the City of London Solicitors’ Company Prize (2016)

    Areas of Expertise

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