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Strict standards imposed to prevent "ambush" marketing around London 2012 Olympics
Date: 23/09/2008
Advertisers revving up for the 2012 London Olympics are forewarned of strict U.K. advertising standards that prohibit them from using certain words in ads around the event.
Those that dare use words like ‘Game,' ‘Medals,' ‘Gold,' ‘2012,' and ‘Summer' in any Olympics-related ads - across any medium - risk fines up to £20,000 (nearly $37,000).
The rules were established in the 2006 London Olympic Games and Paralympics Games Act, and are based on those used for the 2000 Sydney Games, reports The Observer (via MarketingVOX).
The standards laid out in the Act are intended to prevent "ambush marketing" - that is, when a company develops an advertising campaign that appears related to the Olympics, then benefits from that association, without actually having paid for "official sponsor" status.
As the companies never use the event logo, trademark, or trade name, it has been difficult for Olympics authorities to officially regulate marketing and protect official sponsors' investments.
But Great Britain has no such central control over its real estate, marketers from all countries must ensure their ads meet regulations. Failing to do so will result in a "rude awakening," says the Chartered Institute of Marketing.
Source: MediaPlannerBuyer
WFA Comment: Ambush marketing and the Olympics are amongst the topics on the agenda of the WFA's Sponsorship Taskforce. The next meting will be hosted in Dusseldorf on 25th November. For more information contact Caroline Ceska [email protected]
