‘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

Federal prosecutors charge 3 men in multi-million dollar…

Federal prosecutors in New York charged three men in connection with a $33 million fine art scam that spanned more than two decades.

Local

Metro-North unveils solar-powered kiosks at Bronx station

The Woodlawn station will take part a pilot program to test solar-powered kiosk with real-time arrival and departure times for connecting services.

Local

Central Park's Tavern on the Green to reopen…

The famous Central Park restaurant Tavern on the Green will once again welcome diners on Thursday, April 24 after its closure in January 2010.

National

University of New Mexico running back arrested for…

By Joseph J. KolbALBUQUERQUE, New Mexico (Reuters) - A University of New Mexico football player has been arrested on suspicion of raping and kidnapping a…

Television

John Turturro tags in for Robert De Niro…

The cast of the courtroom drama miniseries has undergone yet another shift. Following Robert De Niro's exit, the cable network has brought in John Turturro…

Television

TV watch list, Tuesday, April 22: 'Glee,' 'Agents…

'Glee' Rachel makes her Broadway debut in "Funny Girl." Remember when she was just a high school drama nerd? FOX, 8PM 'Marvel's Agents of S.H.I.E.L.D.'…

The Word

Lindsay Lohan's big, drunk interview

Lindsay Lohan appears to be completely off the wagon now, if Kode magazine's chronicle of her trip to Coachella is any indication. According to the…

The Word

What we learned from the premiere of 'True…

Does watching someone's marriage implode make for great TV? The show runners at "True Tori" think Tori Spelling's heartbreak is hot stuff indeed.

NBA

Nets settle for 1-1 series tie with Game…

DeMar DeRozan, who was an All-Star this season, hit two huge jumpers back-to-back to give the Raptors an 89-85 lead over the Nets with 2:10 to play.

NHL

Rangers reclaim home ice with Game 3 road…

The Rangers jumped out to a 2-0 lead early in the first period for the second straight game. This time, they held on.

MLB

MLB Power Rankings: Brewers best in baseball, Dodgers,…

MLB Power Rankings: Brewers best in baseball, Dodgers, Cardinals, Yankees surge. The A's, Braves, Rangers, Giants and Rockies are also in the top 10.

NBA

Jason Kidd reacts to Mike Woodson being fired…

Jason Kidd played for Mike Woodson last year and Joe Johnson spent four seasons being the main focus on offense for Woodson in Atlanta.

Wellbeing

How to burn off all that Easter candy

Sorry to be a buzzkill, but you can't eat chocolate eggs and Jelly Bellys forever.

Food

Powdered alcohol: 5 things to know about 'Palcohol'

What's the deal with powdered alcohol? Here's what you need to know about Palcohol.

Travel

Travel hacks: 6 tips on living out of…

Lynne Martin shares her travel hacks on living out of just two suitcases.

Wellbeing

Tough Mudder pro gives tips on conquering a…

Learn hacks from head designer Nolan Kombol.