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London Olympic curbs 'worse than the Communists' says US magazine AdAge

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By Noel Young, Correspondent

June 4, 2012 | 3 min read

The American magazine Adage yesterday launched a broadside at the publicity restrictions put in place for the London Olympics. The total clampdown on unauthorised branding that has been imposed in London might have been expected from the Communist regime for the Beijing Olympics, says AdAge - only it's worse.

Restrictions worse than China?

"The London restrictions are harsher than they were in China four years ago," says the New York-based magazine.

The London Organising Committee of the Olympic Games - or as AdAge calls it - "The LOCOG" is responsible.

The report by Emma Hall paints a picture of torchbearers carry the Olympic flame along British streets lined with cheering fans . . .

But well in advance , the LOCOG, " has been swooping onto the torch route, cleaning up the streets to make sure that any unscripted displays of participation -- or branding -- are nipped in the bud."

It's all part of protecting sponsors such as Visa, McDonald's ,Coca-Cola, British Airways , and Adidas who along with others have paid $1 billion to be a part of the games.

Inside Brand Exclusion Zones around all Olympic venues, no brands that compete with official sponsor brands can advertise.

Even trying to pay with the wrong credit card, will not be welcome. LOCOG told the Drum that Visa cards would be accepted but otherwise spectators can pay with cash or debit card s. But spectators wearing clothing or carrying food and drink branded by non-sponsoring companies will be allowed into exclusion zones.

The magazine points the finger at new UK legislation in 2006, giving the Olympics and their sponsors an extra level of protection beyond existing copyright and contract law.

" Only sponsors can use the words "games," "2012," "twentytwelve" or "two thousand and twelve," says AdAge, "Unless you are prepared to face criminal charges, it's best to avoid using the words "medal," "gold," "silver" and "bronze."

As for social media, athletes cannot upload anything on their own--or anyone else's--performance.

Technically nobody is allowed to even post a picture or video of an Olympic event on social media.

"Whether Twitter and Facebook users around the world know or care about these restrictions remains to be seen," said Adage.

James Kirkham, managing partner of London creative agency Holler, told the magazine, "Unless you are made to hand your phone in at the gate, how are they going to police it? People will get a kick out of breaking the rules."

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