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.

The Marketing Century: How Marketing Drives Business and Shapes Society

The Marketing Century (published by John Wiley) will mark the CIM's centenary.

A new book celebrating the 100-year history of the Chartered Institute of Marketing (CIM) is being published next month.

The book, The Marketing Century: How Marketing Drives Business and Shapes Society (published by John Wiley on March 10: £19.99) charts the evolution of marketing and follows the history of the CIM from its establishment in 1911 as the Sales Manager’s Association to its position as a global marketing body, promoting education, development, knowledge and insight among some 50,000 members worldwide.

Introduced by CIM chief executive Roderick Wilkes, the book is edited by Jeremy K Kourdi, who brings a précis of his book here.

TheMarketingblog has organised a  special pre-publication price £12.50; plus free postage in the UK. Ring CIM: +44 (0)1628 427427.

'The Marketing Century (published by John Wiley) will mark the CIM's centenary.