Companies are facing immense pressure from regulators over how they market their services and engage with consumers. Experts say enforcement actions will increase this year, as government agencies zero in on businesses that use deceitful tactics to try to separate consumers from their money or data.

“One thing we’ve seen increase in over the last two years is partnerships between the FTC and state attorneys general in bringing actions” said Orrick, Herrington & Sutcliffe partner Jonathan Direnfeld at a recent webinar on regulatory trends jointly hosted by Orrick and the consulting firm Kroll.