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Beware the brand police!

16 July 2012

Up to 300 brand enforcement officers are being mobilised nationally today to ensure businesses comply with the Olympics brand and marketing legislation.

The ‘brand police’ will be reviewing UK marketing activities to see whether businesses are marketing themselves in a way which creates an association with the 2012 Games: only official Olympics sponsors have the right to be associated with the Games.

The London Organising Committee of the Olympic and Paralympic Games (LOCOG) has advised that use of certain ‘Listed Expressions’ such as Games, Two Thousand and Twelve, 2012, Twenty Twelve, Gold, Silver, Bronze, London, medals, sponsor and summer could create an association and infringe legislation. However, businesses should be aware that marketing which does not use any of the Listed Expressions but still evokes the 2012 Games could nevertheless infringe.

LOCOG is taking a robust approach to enforcement and if businesses haven’t yet considered their current marketing initiatives against the Olympics brand and marketing restrictions, now would be a prudent time to do so.

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