UK

United Kingdom · Marketing · Director/VP (16-20 years)

Director, Marketing & Advertising Counsel

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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  • Experience bandDirector/VP (16-20 years)
  • Direct reports5-8 reports
  • Reports toVP, General Counsel
  • UK framework levelUsually a director, accountable for a division and its numbers

Also advertised as Head of Marketing Legal · Senior Legal Director, Marketing · VP, Marketing Legal Affairs

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

Open Awards Level 2 Certificate in Skills for Business (RQF) Open Awards · Level 2 · covers 3 of 10 standards
Gateway Qualifications Level 4 Diploma in Digital Marketing Gateway Qualifications Limited · Level 4 · covers 2 of 10 standards
City & Guilds Level 2 NVQ Certificate in Sales City & Guilds Limited · Level 2 · covers 1 of 10 standards
AIM Qualifications Level 3 Diploma in Media Creation, Production and Craft Support AIM Qualifications · Level 3 · covers 1 of 10 standards
Gateway Qualifications Entry Level Certificate In Vocational Studies (Entry 3) Gateway Qualifications Limited · Entry Level · covers 1 of 10 standards
Gateway Qualifications Entry Level Extended Certificate in Vocational Studies (Entry 3) Gateway Qualifications Limited · Entry Level · covers 1 of 10 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Complying with Legal, Regulatory and Ethical Requirements in a Marketing Role Open Awards Level 2 Certificate in Skills for Business (RQF)
Ethics and legalities of digital marketing Gateway Qualifications Level 4 Diploma in Digital Marketing
Complying with legal, regulatory and ethical requirements in a sales or marketing role City & Guilds Level 2 NVQ Certificate in Sales
Producing Creative Marketing Communications – Advertising Concepts and Solutions for Clients AIM Qualifications Level 3 Diploma in Media Creation, Production and Craft Support
Digital Marketing Gateway Qualifications Entry Level Certificate In Vocational Studies (Entry 3)

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
Sustainability Fluency building care for people and planet into the work
Frontier Fluency the next wave, beyond mainstream AI
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Your Plan Illustration

Built for Director, Marketing & Advertising Counsel

5 units that map to this job, from the qualifications that cover it.

  1. Complying with Legal, Regulatory and Ethical Requirements in a Marketing Role Open Awards · covers 3 of 10 standards Level 2
  2. Ethics and legalities of digital marketing Gateway Qualifications Limited · covers 2 of 10 standards Level 4
  3. Complying with legal, regulatory and ethical requirements in a sales or marketing role City & Guilds Limited · covers 1 of 10 standards Level 2
  4. Producing Creative Marketing Communications – Advertising Concepts and Solutions for Clients AIM Qualifications · covers 1 of 10 standards Level 3
  5. Digital Marketing Gateway Qualifications Limited · covers 1 of 10 standards Entry Level
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Director, Marketing & Advertising Counsel?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • AI Ethics & Governance for Marketing
  • Web3 & Metaverse Legal Frameworks for Brands
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Director, Marketing & Advertising Counsel plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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3What this role really is

This job means giving legal sign-off on marketing and advertising campaigns and shaping how a business defends its marketing legally. It involves advising marketing leaders on how to run campaigns without falling foul of regulators or consumer protection law.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

OneTrust / TrustArc (Consent Management) Strategic/Architect

Leads platform selection, integrates with the broader data ecosystem, and sets enterprise-wide privacy policies for marketing. Oversees audit trails and strategic reporting.

Workfront / Jira (Project Management) Strategic/Architect

Integrates PM tools with GRC systems to provide executive visibility into marketing risk and compliance velocity. Designs high-level legal review workflows.

Adobe Experience Manager (AEM) / Bynder (Content/Asset Mgmt) Strategic/Architect

Defines the enterprise strategy for digital rights management and its integration with content production workflows, ensuring systemic compliance.

Ironclad / DocuSign CLM (Contract Lifecycle Mgmt) Strategic/Architect

Designs the entire marketing contracting process, from intake to execution and renewal, within the CLM platform for the business unit.

Westlaw / LexisNexis / AdLaw (Legal Research) Expert

Leverages research to inform and shape strategic marketing initiatives, entering new markets, or launching new product categories, providing high-level legal opinions.

Google Ads / Meta Ads Manager / TikTok Ads (Ad Platform Review) Advanced

Advises on legal risks associated with new ad formats, data targeting methodologies, and platform partnerships at a strategic level, influencing platform policy discussions.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Approval of Major Marketing Campaigns (Tier 1) Reviews specific elements (e.g., disclaimers) under supervision. Independently reviews standard campaigns, flags complex issues for senior review. Leads complex campaign reviews, makes final technical legal approval within established guidelines.
External Counsel Engagement & Budget No authority; may assist with information gathering. Proposes need for external counsel for specific issues to manager. Recommends specific external counsel for complex matters, manages small engagements (up to £10K).
Development of New Marketing Legal Policies Follows existing policies; may suggest minor improvements. Proposes updates to existing guidelines based on observed issues. Designs and drafts new policies for specific areas (e.g., influencer guidelines) for leadership review.
Hiring & Team Structure for Marketing Legal No involvement. May participate in interview panels for junior roles. Provides input on team needs and skill gaps.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Regulatory Compliance Incidents
Number of material fines, penalties, or formal investigations from advertising or privacy regulatory bodies related to marketing activities.
Target · Zero material incidents annually for the business unit under purview.

Successfully navigates a new ASA guideline on influencer marketing without any enforcement actions or public complaints against the brand.

Marketing Campaign Legal Clearance Rate
Percentage of major marketing campaigns (e.g., product launches, brand campaigns) that receive full legal clearance on schedule, without significant delays or requiring major re-work due to unforeseen legal issues.
Target · Maintain >95% on-schedule clearance for Tier 1 campaigns.

Ensures the legal review for the Q2 flagship product launch campaign (including TV, digital, and print) is completed and approved two weeks before the planned launch date.

Legal Spend Efficiency (External Counsel)
Reduction in reliance on external legal counsel for routine or predictable marketing legal matters, indicating effective internal capability building and proactive guidance.
Target · Reduce external counsel spend by 10-15% year-on-year for marketing-related matters, while maintaining risk posture.

By developing an internal template and training for standard influencer contracts, the need for external review on 50+ agreements was eliminated, saving approximately £50K in legal fees.

Risk Mitigation for New Marketing Initiatives
Successful legal enablement of new, high-risk marketing programmes (e.g., entering new international markets, launching novel ad tech, significant data partnerships) without material legal challenges.
Target · Successfully clear 3-5 strategic marketing initiatives annually, with a 'green' risk rating post-launch.

Provides comprehensive legal framework and clearance for the launch of a new subscription service in Germany, navigating local data protection and consumer advertising laws without issue.

Strategic Partner to Marketing Leadership
Recognised by the CMO and other Marketing VPs as a trusted, proactive advisor who contributes to strategic planning, not just reactive problem-solving.
  • Regularly invited to Marketing Leadership Team meetings
  • proactively sought out for input on new product roadmaps or market entry strategies
  • positive feedback in 360-degree reviews from senior marketing stakeholders.
Team Development & Retention
Builds and nurtures a high-performing marketing legal team, fostering a culture of expertise, collaboration, and continuous improvement, leading to strong retention.
  • High employee engagement scores within the legal marketing team
  • successful promotion of at least one team member annually
  • positive feedback from direct reports on mentorship and career support
  • low voluntary turnover rate.
Proactive Policy & Training Implementation
Develops and rolls out clear, practical legal policies and training programmes that empower marketing teams to self-serve and reduce common errors, rather than just reacting to issues.
  • Evidence of new, adopted legal playbooks or guidelines
  • demonstrable reduction in 'Groundhog Day' questions from marketing teams
  • positive feedback from marketing on the clarity and usefulness of training sessions.
Industry Influence & Knowledge Leadership
Represents the company externally as a thought leader in marketing legal, staying ahead of emerging trends and influencing industry best practices.
  • Invited to speak at industry conferences (e.g., IAB, DMA)
  • active participation in relevant legal or marketing associations
  • recognised internally for bringing cutting-edge legal insights to the business.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Enabling Business Growth Safely

You get a real kick out of finding the 'yes, if...' solution for a challenging campaign, knowing your advice means the business can launch something impactful without taking on undue risk.

Helping the team navigate the legal complexities of a new influencer marketing platform, allowing them to sign up dozens of creators quickly and compliantly.

Shaping Strategy & Policy

You enjoy building the frameworks and guidelines that empower an entire department to operate compliantly, rather than just reviewing individual pieces of work. You like seeing your policies adopted widely.

Designing and rolling out a new global advertising claims substantiation policy that becomes the standard for all marketing teams.

Developing & Leading a High-Performing Team

You find satisfaction in coaching your team members, seeing them grow in their expertise, and building a cohesive unit that can tackle complex legal challenges together.

Mentoring a Senior Specialist to confidently lead a major legal review for a new product launch, seeing them present their findings to senior marketing leaders.

What frustrates people
  • The 'Department of No' perception, even when you're trying to find solutions.
  • The constant tension between Marketing's speed and Legal's need for thoroughness.
  • Explaining the same basic legal principles repeatedly to new marketing hires or those who 'forgot'.
  • Dealing with urgent, last-minute requests that could have been handled proactively.
  • The feeling that you're always playing catch-up with new ad tech or marketing tactics that push legal boundaries.
What this role does not give you
  • A quiet, solitary work environment with minimal interruptions.
  • A purely academic legal role focused solely on research and drafting without commercial application.
  • The ability to completely avoid all risk – some calculated commercial risk is inherent to marketing.
  • A role where you only advise; you'll also be accountable for the legal health of the marketing function.

8Who you work with

This role directly shapes the legal risk profile and commercial viability of the entire marketing business unit. Your decisions impact brand reputation, market entry strategies, consumer trust, and ultimately, the company's revenue and profitability. You're not just mitigating risk; you're enabling responsible growth.

Inside the business
  • Chief Marketing Officer (CMO) and Marketing Leadership Team
  • Business Unit General Managers
  • Head of Product Development
  • Head of Public Relations & Communications
  • Head of Data & Analytics
  • Finance Director
Outside the business
  • External Legal Counsel (specialised advertising law firms)
  • Regulatory Bodies (e.g., ASA, CMA, ICO, FTC, FCA)
  • Industry Associations (e.g., ISBA, IAB)
  • Key Marketing Agencies & Vendors
  • Consumer Protection Groups

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • Proven track record of 10+ years specialising in marketing, advertising, or consumer protection law, ideally within an in-house legal department or a top-tier law firm.
  • Demonstrable experience leading and developing a team of legal professionals, including hiring, performance management, and career progression.
  • Extensive experience advising senior marketing leadership (CMO, VPs) on complex legal issues with significant business impact.
  • A strong understanding of global advertising regulations and privacy laws (e.g., GDPR, CCPA, CAN-SPAM, ASA, FTC).
  • Experience managing external legal counsel relationships and budgets effectively.
  • A Bachelor of Laws (LLB) or equivalent legal qualification, with a valid practising certificate in a relevant jurisdiction (e.g., England & Wales).

10What to practise next

Where the job is going, and what to do about it starting this week.

Advanced Legal Tech & Automation Leadership

The legal function is increasingly embracing technology to improve efficiency and accuracy. As a Director, you'll need to lead the adoption and integration of advanced legal tech tools (beyond basic CLM) to automate compliance, enhance risk monitoring, and free up your team for higher-value work.

AI-Powered Contract Analysis · Automated Regulatory Change Monitoring · No-Code/Low-Code Workflow Automation · Legal Operations Strategy

  • This quarter: Research 2-3 leading legal tech platforms for marketing compliance or contract analysis. Arrange demos.
  • Next 6 months: Identify one key manual process within your team (e.g., initial creative screening, contract review for specific clause) that could be partially automated with existing or new tools. Pilot a solution.
  • Next 12 months: Develop a business case for investing in a more comprehensive legal operations platform, demonstrating ROI in terms of time savings and risk reduction.
  • Ongoing: Encourage your team to experiment with AI tools for drafting, research, and summarisation, fostering a culture of tech adoption.

Quick win: Identify a repetitive legal research task or a common question from marketing, and challenge your team to use an LLM (like ChatGPT or Claude) to generate a first-draft answer or summary, then review and refine it. This builds familiarity and shows immediate value.

11Staying current once you are in

What people here do to keep up
  • Regularly attend industry conferences and seminars focused on advertising law, digital marketing regulations, and data privacy (e.g., IAPP summits, ISBA events, Lexology webinars).
  • Maintain active membership in relevant professional associations (e.g., Law Society, IAPP, Marketing Agencies Association) and participate in working groups.
  • Subscribe to key legal and industry publications to stay abreast of legislative changes, regulatory enforcement actions, and emerging marketing trends.
  • Engage in continuous professional development (CPD) activities, particularly in areas like AI ethics, Web3 legal frameworks, and advanced leadership skills.
  • Seek out opportunities to speak at industry events or publish articles, positioning yourself as a thought leader in marketing legal.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

AI Ethics & Governance for Marketing

AI is rapidly being integrated into every facet of marketing, from content generation and predictive analytics to personalised advertising and customer service bots. This brings novel legal and ethical challenges around bias, transparency, data usage, and accountability that aren't covered by existing laws.

  • Bias Detection & Mitigation
  • AI Transparency & Explainability
  • Data Provenance & Usage Rights
  • AI Accountability Frameworks

Web3 & Metaverse Legal Frameworks for Brands

Brands are rapidly exploring opportunities in Web3 (NFTs, DAOs) and the metaverse (virtual experiences, digital assets). These new environments introduce complex legal questions around ownership, intellectual property, consumer protection, and jurisdiction that are largely uncharted territory.

  • NFTs & Digital Asset Ownership
  • Metaverse IP & Licensing
  • Virtual Consumer Protection
  • Decentralised Autonomous Organisations (DAOs) & Brand Governance

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Advertising Claims Substantiation (Strategic)
  • Privacy & Data Governance (Marketing Strategy)
  • Intellectual Property (Strategic Management)
  • Promotional & Sweepstakes Law (Global)
  • Disclosure & Transparency Standards (Advanced Application)

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Head of Legal for a Smaller Marketing-Driven Company

    3-5 years in previous role

    Skills to master

    • Broad legal generalist skills, P&L responsibility, direct report management, building a legal function from scratch.

    You're ready to move on when

    • Successfully built and managed a small legal team (2-3 people).
    • Acted as the primary legal advisor to a CEO or senior executive team.
    • Demonstrated ability to manage a diverse legal portfolio, including marketing, commercial, and corporate law.
  2. 2

    Senior Legal Counsel / Lead Counsel (Marketing) at a Larger Organisation

    5-8 years in previous role

    Skills to master

    • Deep specialisation in marketing/advertising law, managing complex legal projects, influencing senior stakeholders without direct authority, informal mentorship.

    You're ready to move on when

    • Consistently advised on high-stakes marketing campaigns and product launches.
    • Led significant legal projects (e.g., new privacy compliance programme).
    • Recognised internally as a go-to expert and informal leader within the legal team.
  3. 3

    Partner / Senior Associate at a Specialist Advertising Law Firm

    8-10 years in previous role

    Skills to master

    • Extensive client management, business development, deep technical legal expertise, managing junior lawyers, billing and financial management.

    You're ready to move on when

    • Managed a portfolio of key clients in the marketing/advertising sector.
    • Developed a strong external reputation and network in advertising law.
    • Demonstrated ability to translate complex legal advice into practical business solutions for clients.

15Where this role leads

The long view: This work can lead to a general counsel or chief legal officer role with wider legal responsibility, or into chief compliance officer work overseeing regulatory standards across a business.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Director, Marketing & Advertising Counsel is actually changing.

Where it leads

Roles this leads to

The record names a next step, but the catalogue has no page for it yet:

  • VP, Deputy General Counsel - Commercial & Marketing
  • General Counsel (for a smaller, marketing-driven company)

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Complying with Legal, Regulatory and Ethical Requirements in a Marketing Role, worked against Director, Marketing & Advertising Counsel.

Complying with Legal, Regulatory and Ethical Requirements in a Marketing Role Level 2

Applied to your work in Director, Marketing & Advertising Counsel

The objective of this unit is to equip learners with the knowledge of legal, regulatory, and ethical requirements relevant to a sales or marketing role. Learners will be able to demonstrate compliance with organisational policies and procedures related to these requirements when performing sales and marketing activities.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

Start my plan, free
See Your Progress Grow Illustration
Director, Marketing & Advertising Counsel
  • Advertising Claims Substantiation (Strategic)
  • Privacy & Data Governance (Marketing Strategy)
  • Intellectual Property (Strategic Management)
  • Promotional & Sweepstakes Law (Global)
  • Disclosure & Transparency Standards (Advanced Application)
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Director, Marketing & Advertising Counsel is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. VP, Deputy General Counsel - Commercial & Marketing

    3-5 years

    L7 (C-Suite)

    • Global Commercial Contracting Overseeing and standardising commercial contract frameworks across the entire business.
    • Litigation Management (Strategic) Directing high-stakes commercial litigation and regulatory defence at an enterprise level.
    • Corporate Governance Advising on company secretarial matters and board responsibilities.
    • International Legal Operations Building and managing a global legal function.

  2. General Counsel (for a smaller, marketing-driven company)

    2-4 years

    L7 (C-Suite)

    • Corporate Law & Governance Deep expertise in company law, board responsibilities, and shareholder relations.
    • Employment Law (Executive Level) Advising on senior executive compensation, terminations, and HR strategy.
    • Financial & Regulatory Reporting Ensuring legal compliance for financial disclosures and regulatory filings.
    • M&A Execution Leading all legal aspects of mergers, acquisitions, and divestitures.
Working with AI on the job

Working with AI

Where AI is starting to help

Imagine a world where routine legal checks are automated, regulatory updates are summarised instantly, and your team can get immediate answers to common compliance questions. That's not science fiction; it's the reality you can build and lead with AI.

As a Director, your time is precious. You should be shaping strategy, not sifting through documents or chasing down basic information. AI tools are here to take the grunt work off your team's plate, freeing them up for the complex, nuanced legal challenges that truly require human expertise. This isn't about replacing lawyers; it's about making them vastly more effective and strategic.

Automated Policy & Guideline Drafting

Use AI to generate first drafts of new internal legal policies, compliance guidelines, or training modules based on existing legal frameworks and company specifics. Your team can then refine and finalise, saving hours of initial drafting time.

Strategic Regulatory Impact Analysis

Leverage advanced AI legal platforms to not just summarise regulatory changes, but to analyse their potential strategic impact on your business unit's marketing plans. Get AI-driven insights on how new laws might affect market entry, product launches, or advertising channels, helping you proactively advise leadership.

Advanced Competitor Compliance Benchmarking

Deploy AI tools to conduct deep dives into competitor advertising practices across multiple channels. Identify emerging legal risks in the market, benchmark our compliance posture against peers, and spot potential areas of non-compliance that could give us a competitive edge (or expose us to risk).

Risk & Compliance Dashboard Automation

Integrate AI-powered analytics with your project management and content management systems to automatically generate real-time dashboards on legal review velocity, common compliance issues, and overall risk exposure for the marketing business unit. This gives you and the CMO immediate visibility into legal health.

Common questions

Common questions

How do you become a Director, Marketing & Advertising Counsel?

Common routes in include Head of Legal for a Smaller Marketing-Driven Company (3-5 years in previous role), Senior Legal Counsel / Lead Counsel (Marketing) at a Larger Organisation (5-8 years in previous role) and Partner / Senior Associate at a Specialist Advertising Law Firm (8-10 years in previous role). Times vary with prior experience.

Where can a Director, Marketing & Advertising Counsel progress to?

This role can lead on to VP, Deputy General Counsel - Commercial & Marketing (3-5 years) and General Counsel (for a smaller, marketing-driven company) (2-4 years), depending on the skills you build.

What new skills matter most for a Director, Marketing & Advertising Counsel?

Increasingly, AI Ethics & Governance for Marketing and Web3 & Metaverse Legal Frameworks for Brands. These are the skills our record of this role lists as growing.

Free tools

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Three free tools, no account needed. Each one ends with a role, a level and a way in.

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17Where to go from here

Other roles at Level 7

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in marketing

Stay in the field you know and move sideways rather than up.
If you leave this industry

Expertise in consumer protection, data privacy and intellectual property carries across sectors. This includes consumer goods, technology, media, e-commerce and financial services, all of which face marketing and advertising legal questions.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my plan, free What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.