LOCOG puts brands on alert over 'ambush' ads

It will begin the activity in September, in a drive to avoid a repeat of the guerrilla marketing tactics seen at the last FIFA World Cup.

Some experts believe that ambush marketing will hit unprecedented levels during the Games, as rivals of sponsors try to benefit from the event.

Sources have told Marketing the activity is likely to run across print, online, direct and outdoor.

Central to the campaign will be educating stakeholders and the wider business community on the new rules on ambush marketing, which will soon become law. Brands that break the rules could face court.

It is thought LOCOG, with law firm Freshfields, has briefed brands and sponsorship agencies on the subject.

2012 sponsors

Tier one - Adidas, BMW, BP, British Airways, BT, EDF,  Lloyds TSB

Tier two - Adecco, ArcelorMittal, Cadbury, Cisco, Deloitte, Thomas Cook, UPS

Tier three - Aggreko, Airwave, Atkins, The Boston Consulting Group, CBS Outdoor, Crystal CG, Eurostar, Freshfields Bruckhaus Deringer LLP, G4S, GlaxoSmith-Kline, Gymnova, Heineken UK, Holiday Inn, John Lewis, McCann Worldgroup, Mondo, Next, The Nielsen Company, Populous, Rapiscan Systems, Rio Tinto, Technogym, Thames Water, Ticketmaster, Trebor

This article was first published on marketingmagazine.co.uk