Warning over Games advertising rules
Law firm Freeths has urged businesses not to get caught out when advertising during this summer 's Commonwealth Games in Birmingham.
Building on updates from the Greater Birmingham Chambers of Commerce regarding preparations for the Games, Simon Barker, head of intellectual property at Freeths, is keen to bring clarity to the issue of non-sponsoring brands advertising around the event.
Coined as 'ambush marketing ', some advertisers who are not official sponsors of an event may try to associate themselves with the event without paying any sponsorship fees.
Simon Barker (pictured) explained: “It is understandable that Advertising and Marketing agencies working with brands, who do not have the budget for sponsorship, will look to take advantage of The Birmingham 2022 Commonwealth Games this Summer to promote their products and services.
“However, there are of course strict regulations when advertising as a non-sponsor, to protect sponsorship revenue and to avoid misleading consumers, who may believe you to be official sponsors.
“That, coupled with potential litigation from the official sponsors themselves, could see your business in hot water before the event even gets started.
“Yet there is always another side to the story and knowing the guidelines, can ensure advertising and marketing agencies provide the right guidance to their clients to ensure an innovative campaign, without legal challenge.
“We are routinely asked to give advice to both advertising and marketing agencies and brands, who are trying to navigate this commonly misunderstood issue. They are keen to understand what activity could be beneficial and what could risk their brand and reputation. ”
To learn more about this topic, Simon will be hosting a free webinar Thursday, covering the practical considerations.