Olympic Games 2012:
the advertising rules for small businesses
This is a very timely article from Joy Arkley of the HR Dept West Wales
"Employment and HR red tape may seem an inflexible barrier at times when dealing with difficult people and business related issues. But if you think an employment tribunal would be an unsavoury experience, then you certainly don’t want your business or your employees falling foul of the ‘London Olympic Games and Paralympic Games Act’, which protects the brand of the 2012 games.
Research by the CIM (Chartered Institute of Marketing) found that 42% of British organisations were planning Olympic related marketing activities, but a concerning 86% said their knowledge on the Act ranged from poor to not having even heard of it. The CIM have deemed the Olympics ‘the event that dare not speak its name’ because of the rules surrounding even using the word ‘Olympics’ and the associated brand.
While sounding like they are referring to ‘Lord Voldemort’ of Harry Potter fame, it is important to understand the implications of the Act with regards to any marketing campaigns that you may have planned and ensuring your staff are briefed. Be wary, you cannot create an ‘association’ with the Games. Businesses have paid millions of pounds for this privilege and governing bodies have already taken court action against anyone illegally doing so, including fines and court appearances.
For example, any restauranteur considering what to put on their ‘Gold Medal Menu’ should probably think again as you won’t be able to use words like ‘Olympic’, ‘London 2012’, ‘summer’ ‘gold’, ‘medals’, or any of the Olympic trademarks in any marketing or PR effort.
So beware - the ‘Olympic Police’ are out there!" For further information, please click here.
Joy Arkley is a master at Preventing People Problems, to contact her on any HR related issue call her on 01239 639 128
