Ambush Marketing and the Olympic Games

Director of EurocomConsult and regular contributor to Promo e-News, Margot Parker, is a specialist in European directives and legislation pertaining to the promotions idustry. Margot has provided some advice for any promotional suppliers who are thinking about associating a product or brand with the 2012 Olympic Games:

"There is no doubt that the biggest sporting event in 2012 is the Olympic Games to be held in London. An event of this kind and magnitude presents opportunities for the promotional goods and services industries, advertising and packaging to associate their product or brand with this important and historic event.

"Before taking any action either as a brand owner or promotional goods or service supplier it is important to consider that at the time of writing this news piece, companies have invested millions of pounds in sponsorship for the Games and their investment will need to be protected. Worldwide Partners include Coca Cola, MacDonald’s, Visa and others and Official Partners British Airways, BT, LloydsTSB and others. Then there are Official Supporters Cadbury, Thomas Cook and UPS among them. The big names are out there and their investment is huge!

"The protection of the “Brand” is through existing trademark law together with specific Acts of Parliament covering the rights of the Olympic trade mark owners. Infringements of these marks and rights are criminal offences punishable by a fine of up to £20,000 as well as civil claims which may take the form of damages, injunction and profit related penalties.

"Images, logos words and phrases such as the Well-known 5 interlocking rings, Olympiad, Olympics, Paralympiad, and Paralympics are all protected. A further Act passed in 2006 has identified a list of expressions in two Groups, Group one, 2012 and twenty twelve and Group two gold, medals and London.

"The list of protected words and devices is quite wide and readers should be aware that if there any promotional or sale activities are planned and any association with the Olympic Games is suggested, then it is very important to consult a trade mark specialist law firm to ensure that no infringement of these very wide descriptions or phrases could take place inadvertently."

Margot Parker

Eurocom-Consult.com

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