Ambush marketing
Produced in partnership with Gowling WLG
Ambush marketing

The following TMT practice note Produced in partnership with Gowling WLG provides comprehensive and up to date legal information covering:

  • Ambush marketing
  • Principal legal controls in the UK
  • What is ambush marketing?
  • Intellectual property rights, advertising law and codes, etc
  • Trade marks
  • Passing off
  • Copyright
  • Committee on Advertising Practice
  • Specific legislation
  • Olympics and Paralympics Association Right
  • More...

IP COMPLETION DAY: 11pm (GMT) on 31 December 2020 marks the end of the Brexit transition/implementation period entered into following the UK’s withdrawal from the EU. At this point in time (referred to in UK law as ‘IP completion day’), key transitional arrangements come to an end and significant changes begin to take effect across the UK’s legal regime. This document contains guidance on subjects impacted by these changes. Before continuing your research, see Practice Note: What does IP completion day mean for TMT?

This practice note considers, from an English law perspective, the legal issues relating to 'ambush marketing'. The term 'ambush marketing is used to describe promotional activities by a non-sponsor in connection with a major sporting or other event. In the UK, ambush marketing is addressed by a combination of legal measures including trade mark and copyright law, advertising codes, and specific Olympics-related legislation.

Although some legal tools used to combat ambush marketing in the UK are replicated in other jurisdictions (for example, trade marks for which the rules are harmonised across the EU), the legal position tends to vary greatly from one territory to another.

The jurisdictions with the strictest controls are often those which have hosted a major, global, sporting event in their recent history.

Principal legal controls in the UK

In the UK, the principal legal tools used to combat ambush

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