CIM calls for regulation ‘in the spirit of the Olympics; not the letter of the law / The Chartered Institute of Marketing

- London 2012 regulation could criminalise standard business and marketing practice

- Businesses at risk of falling foul of stringent regulations

- CIM calls for regulation ‘in the spirit of the Olympics; not the letter of the law’

 

London 7 April 2011: London 2012 regulation could see marketers falling foul of legislation and being criminalised for standard business practice, The Chartered Institute of Marketing warns in its new paper launched this week.

Regulations under consultation by the Department for Culture, Media and Sport (DCMS) could see rulings introduced ahead of the 2012 Games which prevent businesses benefitting from a reflective association to the Games – a move that could be catastrophic to the business practices of thousands, the Institute advises. Similar rulings were introduced in the South Africa World Cup, with criminal charges newly introduced to cover ‘ambush’ offences.

London 2012 organisers have raised concerns about ‘ambush marketing’, whereby organisations look to capitalise on awareness, attention, goodwill and other benefits generated by having an association with an event. The Institute’s paper, Ambush Marketing and the Law, considers how companies can gain reflective economic benefit from the Games, which Visit Britain estimates will generate £1.5bn revenues in tourism alone, without flouting the law.

Roderick Wilkes, chief executive of The Chartered Institute of Marketing, comments, “Britain’s businesses could miss their seat at ‘the greatest show on earth’ unless a rational balance is struck between sponsors and non-sponsor.

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