Monday, June 4th, 2012
And dig this. According to Advertising Age, the upcoming London version of the Olympics will feature a 35-day “brand exclusion zone” around all its venues:
To protect sponsors, a 35-day, one-kilometer Brand Exclusion Zone will be enforced around all Olympic venues, inside which no brands that compete with official sponsor brands can advertise. It’s not just ads — spectators wearing competitor-branded clothing, or consuming unofficial food or drink choices, or even trying to pay with the wrong credit card, will not be welcome. For road events such as the marathon and some of the cycling, the exclusion zone extends to two meters on either side of the track.
The U.K. passed new legislation in 2006, giving the Olympics and their sponsors an extra level of protection beyond existing copyright and contract law. The biggest change is the clampdown on “association,” so that only sponsors can use the words “games,” “2012,” “twentytwelve” or “two thousand and twelve.”
Even social media — which most brands have long since given up trying to police — is not free from Olympic control. Twitter shut down the account of satirical activist group Space Hijackers after [the London Olympics Organizing Committee] complained about the use of its logo (while also claiming it did not mind the content).
The enforcement of such rules? A “700,000-strong volunteer corps” will be out reporting violations.