183 days to go…

Now we are actually sitting in 2012, it almost seems surreal as everyone had been talking about this particular year for so long.  It was way back in 2005, when IOC president Jacques Rogge made the announcement that the Olympics would be held in Britain, for the first time since 1948.

As we approach the summer the inevitable marketing of pretty much everything we buy and do will think to feature some reference to the Olympics.  However as a business there are some pretty stringent rules to adhere to before you start sticking the Olympic rings on your marketing collateral.  IPC media have recently sent a very informative email about the restrictions, given that they have had to reject adverts submitted to them featuring references to the Games.

Below I have included their links to the London Organising Committee for the Olympic Games (LOCOG) website pdfs so that you can read all about it in detail if you need to.

The Facts from IPC Media:

It is important to be aware that explicit or implied reference to the Olympic Games or the athletes is governed by specially enacted laws and regulations that are very restrictive to anyone but official sponsors. These Olympic Association laws go well beyond and are much stricter than what would otherwise be permitted by the CAP code  (Committee of Advertising Practice) or any other relevant advertising law.

The London Organising Committee for the Olympic Games (LOCOG) have indicated that they will be very vigilant in enforcing violations of the Olympic association laws particularly as the games approach. A basic summary of how these laws may affect your business can be found here:

http://www.london2012.com/documents/brand-guidelines/guidelines-for-business-use.pdf

More detailed guidance here:

http://www.london2012.com/documents/brand-guidelines/statutory-marketing-rights.pdf

And for those companies that have supplied the Olympics, Team GB or any other official British team competing in these games the supplier protocol must be adhered to – this effectively prevents suppliers from making references to the fact that they are a supplier in their ad copy:

http://www.london2012.com/documents/oda-publications/no-marketing-rights-suppliers-protocol-dec-2007.pdf

In accordance with the Olympic Symbol Protection Act and the London Olympic and Paralympic Games Act, any ad promoting an item of Olympic erchandise must feature an officially licensed product approved by LOCOG and must carry the official merchandise hologram.

Happy reading!