‘Brand police’ crack down on businesses using Olympic brand, or related words

Words like "Olympics", "Summer" and "Gold" are off limits to anyone except official sponsors.

There is a crackdown taking place in London right now, and we’re not talking about the thousands of troops deployed to secure the city in preparation of the 2012 Olympic Games.

We’re talking about the “brand police” — hundreds of workers for the London Organising Committee of the Olympic and Paralympic Games (LOCOG) and the Olympic Delivery Authority (ODA) employed to seek and penalize businesses that use unauthorized variations of the Olympic brand and its logos.

That could range from Olympic-themed drink specials at pubs to counterfeit merchandise sold on the street.  

“The London 2012 brand is also vital to the funding of the Games and is the London 2012 Organising Committee’s most valuable asset. To ensure we maintain both the emotional and commercial value of the brand, we need to carefully control its use and prevent its unauthorised exploitation,” LOCOG’s website states.

Official sponsors like Adidas, McDonald’s, Coca-Cola,  BP and Proctor & Gamble are the only companies entitled to use the London 2012 brand. The “brand police” are now patrolling for violations by businesses from restaurants to media outlets, in the biggest brand protection operation staged in the UK, according to the Independent.

Among the marks and words that are off-limits to anyone except commercial partners, sponsors, suppliers and licensees are the Olympic symbol, the Paralympic symbol, the London 2012 mascots, the words “London 2012″, “Olympic”, “Olympiad”, “Olympian”, “Paralympic” “Summer”, “Medals”, “Gold”, “Silver”, “Bronze” and the Olympic Motto: “Citius Altius.”

The LOCOG has made it clear that uniformed enforcement officers will be on the lookout for “ambush marketing,” which it describes as a business’ attempt to attach itself to a major event without paying sponsorship fees.

“Where we are made aware of ambush marketing of the Games and/or other unauthorised uses of the Games’ Marks, we must always seek to bring the infringement to an end,” the LOCOG states.

The Independent offers examples of advertisements that would be banned and those that are permitted under the LOCOG’s enforcement:

ALLOWED – Stratford Mansions. 1 & 2 bedroom flats, £220,000 to £350,000; 5 minutes’ walk to Stratford International Station; next to Olympic Park; 15 minutes commute to Canary Wharf.

BANNED – Simplefields Homes. An Olympic investment not to be missed! 1 and 2 bedroom flats, luxurious fittings, 5 minutes’ walk to Stratford International Station

ALLOWED: A blackboard sign outside the Red Lion saying: ‘Watch the Olympic Games here with a cold beer… Live coverage all day.’

BANNED: Brewer’s posters displayed outside the Red Lion with the message: Grogglington’s Bitter: Watch the Olympics here’

Have the Olympic games become too corporate?


News
Entertainment
Sports
Lifestyle
Local

Best nature spots for kids in New York…

When it comes to kids and nature, most U.S. parents agree: children should be spending more time outdoors. According to a recent survey by The…

Local

Easter 2014: The year's best bonnets

It's Easter, and that means it's time for Fifth Avenue to turn into a veritable catwalk of bonnet-wearers. The annual march, which kicks off at…

Local

Woman arrested for attempted kidnapping of baby in…

Authorities said that a Queens woman behind an attempted kidnapping of an 8-month-old baby boy was arrested on Saturday.

Local

Hate crime charge in attack on Sikh Columbia…

A man has been arrested and charged with a hate crime after he allegedly pulled the beard of a Sikh Columbia University professor as part…

Television

‘Mad Men’ recap: Season 7, Episode 2, ‘A…

Peggy and Lou are horrible, Bert's racist, Don is honest(ish) and Roger and Pete are frustrated. "A Day's Work" not quite worthy of "This Will Be Our Year."

Television

'Game of Thrones' recap: Season 4, Episode 3,…

The problem with the devil you know is that ignoring them doesn’t mean they simply lie in wait. It allows them time to do things…

Television

Discovery cancels 'Everest Jump Live' special in wake…

The Discovery Channel has indicated it will not be moving forward with "Everest Jump Live," a planned special about mountain climber Joby Ogwyn's effort to…

The Word

'X-Men' director Bryan Singer drama continues

  News broke late last week that "X-Men" and "The Usual Suspects" director Bryan Singer is being sued by a man who said Singer molested…

NHL

Rangers let chance at victory slip away in…

All the Rangers had to do was hold serve in a raucous Madison Square Garden — roaring in anticipation of putting a hated rival in a 2-0 series hole.

MLB

Yankees place Ivan Nova on DL with partially…

Yankees starter Ivan Nova was diagnosed with a partially torn UCL in his throwing elbow Sunday.

NHL

Rangers never thought opening round would be 'an…

You might have thought the Metropolitan Division semifinal series was going to be a rout after watching Game 1 Thursday night. The Rangers did not.

NHL

Rangers blow two-goal lead in Game 2 loss…

The Rangers got out to an early 2-0 lead in Game 2 and the Garden was rocking. But it went downhill quickly from there.

Travel

Packing: The one thing you need in your…

A new survey that looks at the travel habits of 50,000 people around the world has revealed that Western and Asian globetrotters have different priorities…

Home

Is your chair making it hard to talk?

Ever wished there was an office chair that could make impromptu meetings and discussions more private? The Cristiana Wing Chair is an asymmetrical armchair which…

Travel

Live large at these luxury hotels

From Thai boxing lessons and macabre Dracula tours to the Australian Outback, the Four Seasons hotel chain launched a series of new travel packages this…

Parenting

4 things that every summer camp should have

Alan Saltz, director of the 92nd street Y program lists things that every summer camp should have.