No "free for all" on Olympic tie-ins

07 September 2005

CAP congratulates the London 2012 bid team on its success in bringing the Olympic and Paralympic Games to London in seven years time.  As well as the positive impact the Games will have on the development of sport and fitness in the UK, opportunities exist for companies across the country to support the Games and to benefit from that association.  Marketers should, however, note that laws are in force governing the use of the Olympic rings and other trademarks and symbols.

Why the Olympic symbols are protected

It is going to cost a lot of money to host the best games ever and the London 2012 organisers need to raise as much money as possible from marketing and sponsorship to help pay for them.  For the 2012 Games sponsorship programme to be successful, those companies that participate need to be confident they are investing in something that is not available for free.

What the law says

The Olympic Symbol etc (Protection) Act 1995 is the law that governs the use of the Olympic symbols and associated marks in the UK.  You can read the law at the link below:
http://www.opsi.gov.uk/acts/acts1995/Ukpga_19950032_en_1.htm

The marks covered by the legislation include:

The words ”Olympic” or ”Olympics”
The words ”Olympiad” or ”Olympiads”
The words ”Olympian” or ”Olympians”
The symbol of the Olympic Rings 
The Olympic motto ”Citius Altius Fortius”
The Team GB logo
The Great Britain Olympic Team
The British Paralympic Association logo
The Great Britain Paralympic Team and logo
The words ”London 2012”
The London 2012 bid logo
London2012.com (and various derivatives)
The British Olympic Association logo
The official emblem of the 2012 Games (once it has been designed)

The Government is introducing new legislation, the purpose of which is to provide greater protection of Olympic and Paralympic Intellectual Property and restrict opportunities for the commercial exploitation of the Games, giving the Olympic Delivery Authority powers to conceal or remove advertising, preventing street trading in the vicinity of venues and making ticket touting a criminal offence.

Getting help with getting it right

The London 2012 organisers are grateful for the support of business in making a successful games and are keen to work with marketers to help them ensure their marketing communications stick to the rules.  For advice on how to be involved and for more information on the rules on using the Olympic symbol, visit http://www.london2012.com/en/olympic_marks.htm.