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LOCOG has done a good job in publicising ‘no ambush marketing’ message, IPA says

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By The Drum Team, Editorial

July 21, 2012 | 2 min read

The IPA has said that it believes that LOCOG has done a good job in promoting its restrictions on ambush marketing, following the announcement this week about the ‘brand police’ touring the UK.

Richard Lindsay, legal director at IPA, told The Drum: “The IPA understands the sentiment against the restrictions around advertising and the Olympics/Paralympics. LOCOG has done a very good job of publicising its "no ambush marketing" message. Non-sponsor businesses, which have been very concerned to avoid infringing the restrictions, might rightly ask why the Olympics/Paralympics have been trumpeted as a boost for everybody, when those that are too small to have any hope of becoming official sponsors, are strictly prohibited from benefitting from any association with the games.

"The flip side of course, is that official sponsors have paid millions of pounds for their rights, and cannot afford to have their investments diluted by those that have paid nothing jumping on the bandwagon. LOCOG would also argue that, without sponsor investment, there would be no Olympics/Paralympics or any other large sporting events for that matter.”

LOCOG has been criticised by some for going too far in its restrictions, with Adam Rendle, media lawyer at law firm Taylor Wessing stating that ambush marketing stunts which have been held at previous Olympic Games would get brands in serious trouble with LOCOG this year.

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