Britain flooded with ’brand police’ to protect sponsors
2012-07-16 0:00

By Martin Hickman | Independent.co.uk



Hundreds of uniformed Olympics officers will begin touring the country today enforcing sponsors’ multimillion-pound marketing deals, in a highly organised mission that contrasts with the scramble to find enough staff to secure Olympic sites.

Almost 300 enforcement officers will be seen across the country checking firms to ensure they are not staging "ambush marketing" or illegally associating themselves with the Games at the expense of official sponsors such as Adidas, McDonald’s, Coca-Cola and BP. The clampdown goes on while 3,500 soldiers on leave are brought in to bail out the security firm G4S which admitted it could not supply the numbers of security staff it had promised.

Yesterday, the Culture Secretary, Jeremy Hunt, refused to rule out that even more soldiers may be called upon to help with security, but dismissed the issue as merely a "hitch". However, as well as the regular Army, the Olympic "brand army" will start its work with a vengeance today.




Wearing purple caps and tops, the experts in trading and advertising working for the Olympic Delivery Authority (ODA) are heading the biggest brand protection operation staged in the UK. Under legislation specially introduced for the London Games, they have the right to enter shops and offices and bring court action with fines of up to Ł20,000.

Olympics organisers have warned businesses that during London 2012 their advertising should not include a list of banned words, including "gold", "silver" and "bronze", "summer", "sponsors" and "London".

Publicans have been advised that blackboards advertising live TV coverage must not refer to beer brands or brewers without an Olympics deal, while caterers and restaurateurs have been told not to advertise dishes that could be construed as having an association with the event.

At the 40 Olympics venues, 800 retailers have been banned from serving chips to avoid infringing fast-food rights secured by McDonald’s.

Marina Palomba, for the McCann Worldgroup agency in London, described the rules as "the most draconian law in advance of an Olympic Games ever".

[...]


Read the full article at: independent.co.uk









Related Articles
Neo-Nazi Clothes Brand opens ’Brevik’ Shop
Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy
Lady Gaga isn’t even a person anymore -- she’s a brand, a vessel, a capitalistic force
London Olympics: G4S ’repeatedly assured’ ministers they would overshoot security targets
London 2012: Olympic missile tenants in terrorist fear
Muse’s "Survival" Chosen as Official Song of 2012 Olympics
Rockefeller Foundation Predicts 13,000 Dead at London 2012 Olympics


Latest News from our Front Page

Do Many Neocons Just Hate All Europeans?
2015-02-01 22:21
Marxis Neocon Charles Krauthammer A few months ago I encountered at a conference an eminent Straussian scholar who teaches at an Ivy League institution, and he almost immediately launched into a tirade against “the Europeans,” who are at the point of “finishing Hitler’s work.” The only exception that my interlocutor would concede to this sweeping statement was for the English “who ...
Swedish Feminists Drink Blood
2015-02-01 21:44
Swedish Feminists drink menstrual blood to fight the Patriarchy! Here is the story from alltomstockholm.se as translated by Google (English not 100% correct) A feast to celebrate the woman - and your period Menstruation - and this year's celebration. Theatre Bristol salute month's bloodiest weeks and cause menstrual celebration of International Women's Day. - We will offer menstrual drinks, says Daniela Kullman. On International Women's Day ...
'What do we need this war for?' Ukrainians flee from 100k army draft
2015-02-01 21:12
With the heavy fighting taking its toll on the Ukrainian army, another military draft is underway - the fourth within less than a year. It's the largest one to date - set to get 100k people into the military. This includes everyone up to the age of 60, with a voluntary mobilization for women. Fleeing the draft some are getting ...
Gunman Storms Dutch TV Station Demanding Airtime
2015-01-30 23:32
Dutch authorities have released few details about the bizarre case of 19-year-old Tarik Zahzah’s attack on the main news studio of television station NOS on Thursday. To get the obvious question out of the way first, the police say there is no evidence that Zahzah, who is half-Egyptian, acted on behalf of organized terrorism. The authorities always say that on the ...
How Alan Dershowitz bullied rape victims to protect a serial child molester
2015-01-30 23:40
Harvard law professor Alan Dershowitz always felt children were fair game for Israeli missiles. Now the question is whether he thinks they are fair game for the sexual exploits of his powerful associates and himself. Dershowitz and the UK’s Prince Andrew were accused in a recent court filing of raping a teenage girl who was forced into sexual slavery by ...
More News »