Shropshire companies planning to cash in on this year's Olympics
must take special care with their advertising or face some serious
consequences.
Graham Davies, senior partner at Martin-Kaye LLP Solicitors, in
Telford, said many companies would be planning to celebrate the
Games in some way - maybe offering a special promotion or discount
directly linked to the events.
"But if this is your marketing strategy you'll need to do your
homework very carefully or you may be in breach of the Olympics Act
2006."
Graham said official sponsors and advertisers had paid around
£700 million to have their names and brands associated with
the Olympics.
"So you can understand why they wouldn't want their investment,
name or the Olympics itself being ambushed by anyone with no
official status.
"This could happen if your company claims a product or service
you're selling is associated with or linked to the Games in some
way, even innocently."
To tackle the problem, the already strict advertising rules
surrounding the Olympics have been tightened up, and there is a
greater responsibility on companies to prove they haven't broken
the rules.
"The Act defines exactly what advertising is regulated and in
what areas. This includes billboards, posters, advertisements and
any other forms of marketing such as giveaways, promotions and
aerial advertising.
"The rules apply in certain geographical areas around any Games
venue and also include private land."
And Graham warned that directors and senior employees who flout
the advertising rules could be held personally liable for the
offence unless they could prove otherwise.
"Your first step should be to check out the official guidance on
how to use the Olympic brand and you might also consider contacting
your local authority's licensing officer for advice.
"But to avoid risking a serious breach of the rules, it might be
wiser to remove any mention of the Olympics from your advertising
or promotional material altogether."
For more information on Martin-Kaye Solicitors visit their
website here: www.martinkaye.co.uk