Ambush marketers set for crackdown

The Government has stood by proposals that could make marketing directors personally culpable for ambush marketing involving their brands at next year’s London Olympics.

/d/e/w/OlympicsStadium.jpg

In response to a consultation on advertising and trading regulation for the 2012 Games, the Department of Culture, Media and Sport says that “pursuing those who stand to benefit most” from ambush marketing “including company directors” would be a “powerful deterrent”.

The DCMS adds that individuals will have to prove “that they had no knowledge of activity or they took reasonable steps to prevent it happening” to avoid liability for ambush marketing.

The Government wants to protect the £700m investment made by domestic Olympic sponsors such as BT, British Airways and Lloyds Banking Group from rival brands using stunts and surreptitious tactics to advertise at or near to Games’ venues.

An amendment to the 2006 Olympic Act, which includes the new regulations, is in the final stages of parliamentary approval and is expected to pass before the end of the year.

Read Marketing Week’s feature on why Olympic sponsors run the risk of ambush.

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