Q&As

How can I advertise or trade during the Commonwealth Games without it being ambush marketing?

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Published on LexisPSL on 14/02/2014

The following Commercial Q&A provides comprehensive and up to date legal information covering:

  • How can I advertise or trade during the Commonwealth Games without it being ambush marketing?
  • How do I combat ambush marketing generally?
  • Who are the official sponsors of the Commonwealth Games?
  • What are the rules for advertising and trading in designated event zones?
  • What is the Glasgow Commonwealth Games association right?
  • What will the approach to enforcement by the OC be?
  • What enforcement remedies does the OC have?
  • Are there any other tips to avoid falling foul of the rules?

The XX Commonwealth Games will be held in Glasgow from 23 July 2014 to 3 August 2014. Like the London Olympics of 2012, the organising committee of the Commonwealth Games (OC) has a number of legal tools at its disposal under the Glasgow Commonwealth Games Act 2008 (GCGA 2008) (and related legislation) to combat ambush marketing during the Commonwealth Games. Many have been critical of the legal toolkit available to the OC, arguing that it is somewhat draconian and an unnecessary addition to the body of intellectual property law in the UK.

However, if you are looking to advertise during the Commonwealth Games, you should consider these laws nonetheless and any guidance issued by the OC.

How do I combat ambush marketing generally?

For general information on combatting ambush marketing (or parasitic marketing) see Q&A: How do I combat ambush marketing? This Q&A sets out details of how you should formulate a strategy and other tips, such as:

  1. not relying solely on event organisers to combat ambushes

  1. being aware of the need to monitor online ambushes

  1. reacting proportionately to any ambushes

  1. ensuring that any action which is taken against ambushes does not result in bad publicity

  1. imposing restrictions on event participants, and

  1. controlling the event venue and surrounding areas

Who are the official sponsors of the Commonwealth Games?

An obvious way of avoiding committing ambush marketing is to become

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