IPA raises concern over London 2012 marketing

by MediaWeek, Media Week 07-Jul-05, 09:26

The post-London 2012 decision euphoria has been dampened by a stark warning from industry bodies over the copyright of the international Olympic logo in advertising campaigns.

Within hours of the victory for the London bid, beating the Paris effort in the last round in Singapore by just four votes, the Institute of Practitioners in Advertising reminded members of the heavy restrictions in place to protect the identity of the Olympic movement.

But the issue is set to take centre stage within weeks or even days, as some reports suggest, with the Department of Culture, Media and Sport looking to introduce new laws to protect the rights of the International Olympic Committee.

The new legislation could prohibit any organisation, apart from those officially signed up as sponsors or backers of the London 2012 games, from using material or “commercial exploitation”, the IPA said.

A spokeswoman said: “The IPA is concerned that any legislation is not too restrictive and will allow small businesses that wish to see some commercial benefit from the hosting of the Olympics in London.”

The IPA has confirmed that it will write to the DCMS, outlining its concerns about any future legislation.

The current IOC stand on so-called “ambush marketing” restricts the use of any advertising associated with the Olympic movement, unless authorised by the body or through corporate agreements.

IOC rules state: “Ambush marketing includes: a third party's use of creative means to generate a false association with the Games, a third party's infringement of the various laws that protect the use of Olympic imagery and indicia, and a third party's interference with the legitimate marketing activities of Olympic partners.”

By Kevin May