CIM attacks 2012 marketing regulations- 18 Sep 2008 00:00:00
Industry body the Chartered Institute of Marketing has attacked the tight legislation put in place to protect Olympic sponsors from ambush marketing during London 2012.
The CIM has condemned the regulations governing marketing activity during the Games as 'restrictive and unreasonable'.
The industry body claims that the country’s marketers will find it difficult to benefit from London 2012 because of the stringent regulations laid out in the London Olympics Games and Paralympics Games Act 2006.
As part of the host nation contract with the International Olympic Committee, the UK government implemented a bill detailing restrictions placed on marketers referencing certain terms relating to 2012 and the Olympics.
The bill is designed to protect the official sponsors of the Olympics from rival brand marketing campaigns aimed at stealing the limelight without paying for an official affiliation.
Launching its latest agenda paper, CIM head of research Mark Stuart said: ‘We think the extent of the act is too wide. It is restrictive and unreasonable. There's a difference between preventing ambush marketing and making it difficult for small companies to benefit from the Games.’
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