“Ill informed” marketers face legal action over Olympic campaigns

Marketers are risking legal action because they are “ill informed” about the rules on Olympic-related marketing activities, according to a survey.

2012 Olympic logo
2012 Olympic logo

The Chartered Institute of Marketing found over two-fifths (43%) of marketers had “no understanding” at all of the London Olympic Games and Paralympic Games Act, which sets out the rules on Olympic-related marketing.

The same number (43%) said they only had a “very poor” or “poor” understanding of the Act with only one in eight (13%) describing their knowledge as “good”.

David Thorp, director of research and professional development at the CIM, says marketers planning activity need to be aware of the Act as there “are likely to see a string of court cases brought against the ill informed.”

The Marketing Trends Survey, conducted by Ipsos MORI, also found interest in undertaking marketing activities connected to 2012 is at its lowest since 2006.

Less than a fifth (18%) now say that they are “certain” or “very likely” to undertake some activities, down 5% from 12 months ago, and a third (32%) are “certain not to” or “not at all likely”.

The most likely to take on some marketing activities are larger companies with over £100 million turnover. Over a quarter (29%) say they are “certain to” or “very likely” to do so.

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