Olympics Bill changes are set to appease advertisers

The House of Lords has made three amendments to the Olympics Bill, which had previously met with strong opposition from the advertising industry.

The amended Bill confirms there will be no automatic presumption that the law has been broken, should advertisers use words or expressions on the Bill’s protected list such as “Games”.

Instead, the courts will consider whether the words have been used in an infringing fashion.

Of the other two amendments, one places a duty on the Government to consult with the industry before introducing restrictions on the location of advertising around Olympic venues; the other places a similar duty on the Government to consult on any changes to the list of protected words and expressions.

The amendments were made on Monday night.

Andrew Brown, the Advertising Association’s (AA) director general, says/ “These changes go a long way towards addressing the concerns expressed by the AA and the Institute of Practitioners in Advertising (IPA), as well as the wider advertising and media business.”

The amendments follow months of lobbying by the AA and IPA. Both had been concerned that the effect of certain provisions in the draft Bill would have meant that businesses that were not official sponsors of the Olympics would have been severely restricted from gaining any legitimate benefit from London hosting the Games, despite paying a significant proportion of the costs in taxes.

The Olympics Bill now returns to the House of Commons, where it is scheduled for its third and final reading on March 14.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here