Restrictions on advertising and outdoor trading are a
requirement of the contracts that host cities sign with the
International Olympic Committee and are now common practice at
major international sporting events.
The Regulations will only apply to a small number of streets
near to Olympic and Paralympic venues for a limited time. For
example, for the majority of events the Regulations will apply the
day before an event starts and the days covering it; the longest
period that the regulations will apply to anyone place is 35 days
(for the Olympic Park zone).
The only Olympic venue in Scotland is Hampden Park. Eight
football matches will be played there during July and August. The
Regulations, which will be in force the day before and on the day
of each match, will see street vendors banned from local streets
and the area around Kings Park railway station. There will also be
a 200-metre exclusion zone set up at the national stadium to keep
out people selling the likes of flags, scarves and "See you
The crackdown will extend to advertising on, for example, bus
shelters which will covered up if they are not for official
partners of the Games. Only official sponsors will be allowed to
display adverts but no one else.
The regulations define "Advertising activity" very
broadly and includes "wearing advertising attire as part of an
ambush marketing campaign".
This being a response, in part, to the 'Bavaria Beer
Girls' ambush marketing strategy at the FIFA World Cup
All trading in open public places within the "event
zone" around Hampden is covered, including selling from
temporary buildings like marquees, busking and collecting for
charity. Ambush marketing techniques, such as distributing direct
advertising literature and "giveaways" will also be
prohibited. Unauthorised displays of advertising on animals or
where animals display or carry advertising "apparatus" is
The Ricoh Arena in Coventry, which will be hosting some of the
Olympic football matches, spoke out about the extensive "cover
up" of non sponsor logos etc. As part of the preparations, it
is required to cover all non-sponsors' logos including, amongst
other things, those on hand dryers in the toilets and road signs
including the stadium's name.
The Regulations do allow people to display brands on their body
or personal property, or wear branded clothing, "unless the
individual knows or has reasonable cause to believe that he or she
is participating in an ambush marketing campaign". The
Regulations also allow athletes to wear branded goods if they form
part of their "technical equipment" pertaining to their
The Regulations are to be enforced by the police and by
enforcement officers designated by the Olympic Development
Authority. A light touch approach to minor infringements has been
promised with street traders simply being moved on by police, but
persistent offenders could have offending items seized in order to
stop or prevent contraventions and as evidence in any
The Regulations have very real implications for anyone who may
be thinking of tapping into the commercial value of the 2012
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
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