The five-ringed Olympic symbol constitutes one of the most recognised of all images. Any association with the symbol and the Olympic ideals of peace and fair play is intensely attractive to promoters. Its use is governed by the International Olympic Committee. In the UK use is controlled by specific legislation and the British Olympic Association, which also controls use of words such as "Olympic" and "Olympics".
If a business wishes to incorporate the use of Team GB, the Olympic symbol, or the words "Olympic" or "Olympian" in any promotion or merchandise, that business needs the consent of the BOA.
Acquiring such rights can be expensive. Official sponsors of the 2000 Olympic Games paid up to $40m (拢22.6m) for the privilege. It is unsurprising, therefore, that some businesses have taken to "ambush marketing" -- suggesting a connection or association with an event, without paying the necessary fees.
For example, Nike used its logo in Atlanta in 1996, on city billboards and banners given to the crowd, captured by TV cameras, which meant many thought that Nike was an official sponsor of the 1996 Olympics, rather than Reebok.
In an effort to protect the integrity of the Olympics, and its future financial stability, the IOC has recently put pressure on Olympic hosts to crack down on such ambush marketing.
For Sydney 2000, Australia introduced legislation which attempted to limit ambush marketing by barring certain words, or any "visual or aural representations that ... suggest a connection with the Olympics".
Despite this, Qantas exploited its sponsorship of Kathy Freeman, who won the 400m running gold medal, by sponsoring pre-Olympic sporting events and placing ads on posters given away by newspapers.
Following the Olympics, research showed that there was a higher awareness of Qantas as an Olympic sponsor, than Ansett, which was the official airline.
In Athens 2004, laws were introduced which created a "clean city". This included a bar on all unlicensed advertising in the city, including the Olympic stadium and other venues used for events, together with restrictions on advertising on transport and at terminals and in areas visible from the venues, including airspace. These steps, backed by heavy fines and tough enforcement, were relatively successful in stopping the physical ambushing of the Games.
To ensure a "clean city" for the 2012 Olympics, the proposed London Olympics Bill provides for tough legislation governing street trading and control of advertisements in the Olympic vicinity. The term ads will be interpreted widely and may include unofficial flags or banners. Anyone found guilty of an offence may be liable for fines of up to 拢20,000 and be forced to repay any expenses incurred by a police authority in taking action.
To clamp down on the more ingenious ambushing techniques, the bill, if it proceeds as drafted, introduces a London Olympics Association Right, which prohibits the use of "any visual or verbal representation in a manner which is likely to create... an association with" the 2012 Olympics.
Any use of the words "games", "two thousand and twelve", "2012" and "twenty twelve" with any other of these words, or in combination with the words, "gold", "silver", "bronze", "London", "medals", "sponsors" and "summer", in the absence of any evidence to the contrary, will be presumed to create an association with the Olympics.
The winning of the bid does not therefore give a green light for businesses to dream up campaigns, riding on the back of the success. The government and Olympic governing bodies will clamp down more than ever on anyone using the success or event to promote their goods and services, without paying for the privilege.
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