The London Organising Committee of the Olympic and Paralympic Games (LOCOG) released a poster, available to download from london2012.com, which has allowed bars and pubs to legally advertise their Olympics broadcasts.
The poster has been created to ensure that businesses stick to brand guidelines on how to associate themselves with the Olympics. LOCOG has stated in a release that "the ability to associate with the Games is a valuable right which belongs to our Partners, and it cannot be exploited for free."
However, the British Beer and Pub Association (BBPA) is seeking to clarify a restrictions which have been places on the use of the poster. The london2012 website states that establishments primarily serving food and franchise businesses cannot display the poster.
Chief executive, BBPA, Brigid Simmonds has said: “It is good to have an official ‘watch the games here’ poster to enable pubs to advertise that they are showing the Games and encourage customers to watch. We will however explore further the guidance around its use, as I hope the rules will not restrict some pub chains from having a poster. It would be great for a pub to be able to say simply on its chalkboard ‘We are showing the Olympic Games here’."