UK Government Defends Olympic Advertising Safeguards

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Tessa Jowell, the UK’s secretary of state for culture, media and sport, has defended proposed legislation which will restrict the use of Olympic-related words and symbols by companies not associated with the movement.

The measures in the Olympic Bill are aimed at combating attempts at ambush marketing by rivals of official sponsors.

The Institute of Practitioners in Advertising, a trade body for agencies in media, marketing and advertising, has argued that the proposed laws are too strict but Jowell insists they are necessary to meet the demands of the International Olympic Committee to ‘safeguard the integrity of the Olympic symbols’

She told the Times newspaper: ‘The underlying principle is absolutely clear and that is you can’t claim a commercial association with the Olympics that does not exist.’

Jowell denied that the bill would preclude the use of the words ‘summer’, ‘sport’ and ‘2012’ on their own adding that judgements would have to be made on a case-by-case basis.

The IOC has insisted on host countries adopting rules protecting the rights of official Olympic sponsors since the 1996 games in Atlanta when ambush marketing was prevalent.

sportcal.com

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ESA MAKES POSITION CLEAR ON AMBUSH MARKETING

The European Sponsorship Association (ESA) believes that ambush marketing should be treated as a civil and not a criminal offence.

While it believes every effort should be made to deter and discipline offenders, it rejects what it calls an "emerging trend" to make it a criminal offence.

The association has published a policy report on ambush marketing – that is, any general marketing activity (but not sponsorship) by those who are not sponsors or in any way officially involved with the sponsored activity.

Anti-ambush marketing legislation recently introduced in Italy for the Torino Winter Olympics has seen the creation of a new criminal offence that will condemn a broad range of marketing activities.

But ESA states that where specific anti-ambush legislation has been introduced, it has often had a significant direct impact on bona fide and legitimate sponsors.

ESA has also steered its policy away from recommendations outlined in the London 2012 draft UK legislation, which sets out strict rules to combat ambush marketing through the use of Games-related words and images by unofficial sponsors.

The association is concerned that anti-ambush laws and practices have brought the concept of sponsorship into disrepute.

It cites "over-zealous application" of the rules which has led to "embarrassing negative publicity for the event, the nation and the sponsors". Such cases include fans being ejected from stadia for wearing branded clothes, or having particular brands of soft drink removed from them on entry.

ESA insists that private individuals should not be targeted without evidence of intent to actively and unlawfully undermine an official sponsor's rights.

sportbusiness.com