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.

Recommended

/q/l/l/Seb2.jpg

Marketing is not an engineering discipline

Seb Joseph

IBM’s global CMO report highlights the growing need for data amid a stuttering economy; with 72% of CMOs worldwide saying budgets are a concern. But when advertising decisions are based on numbers, is the need to be creative lost? IBM’s global study of 1,700 CMOs reports that more than two thirds of chief marketing officers […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now