Finally…on Friday 27 July we can watch the opening of the 2012 Olympic Games in London! The marketing of the Olympics is a huge undertaking. Athletes are bound to the so-called "Rule 40 Guidelines". These guidelines limit the athletes from appearing in advertising. Until 15 August - the blackout period - the athletes competing in the Olympics are not allowed to appear in advertisements without prior consent of the Olympic Committee. There are two possible forms of consent: express consent or deemed consent. Express consent is only given to the official sponsors of the Olympics. Deemed consent may apply to all advertisers. This holds for images of athletes that already existed (long-term use) on websites and packaging, amongst others. As long as these images do not impair the purpose of Rule 40 - preventing ambush marketing – they are allowed.
Christine Fontaine – advertising lawyer
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office Emerald House Jozef Israëlskade 48-G Amsterdam, the Netherlands t +31 (0)20 - 305 3066 www.hoogenhaak.nl |
post PO Box 76780 1070 KB Amsterdam e info@hoogenhaak.nl f +31 (0)20 - 305 3069 chamber of commerce 34314579 |
Finally…on Friday 27 July we can watch the opening of the 2012 Olympic Games in London! The marketing of the Olympics is a huge undertaking. Athletes are bound to the so-called "Rule 40 Guidelines". These guidelines limit the athletes from appearing in advertising. Until 15 August - the blackout period - the athletes competing in the Olympics are not allowed to appear in advertisements without prior consent of the Olympic Committee. There are two possible forms of consent: express consent or deemed consent. Express consent is only given to the official sponsors of the Olympics. Deemed consent may apply to all advertisers. This holds for images of athletes that already existed (long-term use) on websites and packaging, amongst others. As long as these images do not impair the purpose of Rule 40 - preventing ambush marketing – they are allowed.
Christine Fontaine – advertising lawyer