Skip to content
  • Español
Menu
  • Español
  • Services
  • Knowledge
  • People
    • Partners
    • Directors
    • Associates
    • Chemists and Chemical Engineers
    • Our lawyers
  • The firm
    • The Firm
    • Recognitions
    • Alliances and Memberships
    • Pro Bono
    • Work with us
  • Contact Us
  • EspañolEspañol
Menu
  • Services
  • Knowledge
  • People
    • Partners
    • Directors
    • Associates
    • Chemists and Chemical Engineers
    • Our lawyers
  • The firm
    • The Firm
    • Recognitions
    • Alliances and Memberships
    • Pro Bono
    • Work with us
  • Contact Us
  • EspañolEspañol
Menu
  • Services
  • Knowledge
  • People
    • Partners
    • Directors
    • Associates
    • Chemists and Chemical Engineers
    • Our lawyers
  • The firm
    • The Firm
    • Recognitions
    • Alliances and Memberships
    • Pro Bono
    • Work with us
  • Contact Us
  • EspañolEspañol
×
  • Uncategorized

Guidelines for advertising in the 2016 rio olympics

  • July 18,2016
Share
Share on linkedin
Share on twitter
Share on facebook
Share on email
Share on whatsapp

The International Olympic Committee has publicized several rules to prevent behaviors that exploit the event by companies that are not official sponsors (known internationally as Ambush Marketing).

Among these guidelines, it is worth highlighting rule #40 in the Olympic Charter, which institutes a rule for athletes, coaches and other official personnel. It prohibits the exploitation of their picture, name, or athletic performance for advertising purposes during the Olympic Games.

Also, the advertising activities of the athletes’ sponsors is being regulated, prohibiting the launch of a new campaign during the Games. Regarding the ad campaigns that are already underway, they may continue to be aired as long as they do not give off the impression that they are official Olympic sponsors. In addition, the latter requires the approval of the National or International Olympic Committee.

Additionally, rule #50 of the Olympic Charter prohibits advertisements or publicity inside, above, or in the immediate surroundings of the stadiums and other installations, regardless of whether it is related to business, politics, religion, or of racial origin. These may not be used on billboards, directly on people or articles of clothing, or equipment used by competitors, team officials, or other participants in the Olympic Games.

On the other hand, companies should take into account that expressions related to this sporting event such as Olympic Games, Olympic, Olympian, or Rio 2016, among others, are copyrighted under law. Their use in advertising can constitute an act of brand violation or unfair competition. With the purpose of avoiding any risk by association, the International Olympic Committee recommends that companies who are not official sponsors include a phrase that expressly indicates that the company whose products are mentioned in this ad campaign is not an official sponsor in Rio 2016.

Even so, the use of any Olympic Games or Rio 2016 logo for publishing or press purposes is allowed as long as there is no commercial association made with the Olympic brand.

Finally, regarding radio and television, it is not permitted to use advertising before, during or after the broadcasting of Olympic material, as this could cause a risk by association between the company and the Olympic Games.

These rules are general guidelines that each company needs to analyze carefully in regards to their advertising plans. Hopefully, that will avoid lawsuits or claims for possible infractions of the intellectual property of the Olympic Games.

Author: Julian David Ruiz Rondan

Copyright and Entertainment Attorney, Lloreda Camacho & Co.

Contacts:
Tatiana Carrillo

Author: Julián Rúiz

Featured lawyers
in this solution

Loading...
Alicia Lloreda
  • [email protected]
Ana María Castro
  • [email protected]

Practice areas

Loading...
Copyright and Entertainment Services
Intellectual Property

Contact Us

Learn more about this ​​practice area, leave us your details to get in touch.
Follow Us:
Twitter
Links
  • Services
  • Knowledge
  • People
  • The firm
  • Contact Us
Menu
  • Services
  • Knowledge
  • People
  • The firm
  • Contact Us
Contact information Bogotá


Address: Calle 72 No 5-83 Piso 5
PBX: (+57 601) 326 42 70 – (+57 601) 606 97 00
Fax: (+57 601) 606 97 00
Email: [email protected]

Link

  • Services
  • Knowledge
  • People
    • Partners
    • Directors
    • Associates
    • Chemists and Chemical Engineers
    • Our lawyers
  • The firm
    • The Firm
    • Recognitions
    • Alliances and Memberships
    • Pro Bono
    • Work with us
  • Contact Us
  • EspañolEspañol
Menu
  • Services
  • Knowledge
  • People
    • Partners
    • Directors
    • Associates
    • Chemists and Chemical Engineers
    • Our lawyers
  • The firm
    • The Firm
    • Recognitions
    • Alliances and Memberships
    • Pro Bono
    • Work with us
  • Contact Us
  • EspañolEspañol

Contact information Bogotá


Address: Calle 72 No 5-83 Piso 5
PBX: (+57 1) 326 42 70 – (+57 1) 606 97 00
Fax: (+57 1) 606 97 00
Email: [email protected]

All rights reserved LLOREDA CAMACHO & CO 2022

Privacy policy

SAGRILAFT