Restrictions on advertising and outdoor trading are a requirement of the contracts that host cities sign with the International Olympic Committee and are now common practice at major international sporting events.
The Regulations will only apply to a small number of streets near to Olympic and Paralympic venues for a limited time. For example, for the majority of events the Regulations will apply the day before an event starts and the days covering it; the longest period that the regulations will apply to anyone place is 35 days (for the Olympic Park zone).
The only Olympic venue in Scotland is Hampden Park. Eight football matches will be played there during July and August. The Regulations, which will be in force the day before and on the day of each match, will see street vendors banned from local streets and the area around Kings Park railway station. There will also be a 200-metre exclusion zone set up at the national stadium to keep out people selling the likes of flags, scarves and "See you Jimmy" hats.
The crackdown will extend to advertising on, for example, bus shelters which will covered up if they are not for official partners of the Games. Only official sponsors will be allowed to display adverts but no one else.
The regulations define "Advertising activity" very broadly and includes "wearing advertising attire as part of an ambush marketing campaign".
This being a response, in part, to the 'Bavaria Beer Girls' ambush marketing strategy at the FIFA World Cup 2010.
All trading in open public places within the "event zone" around Hampden is covered, including selling from temporary buildings like marquees, busking and collecting for charity. Ambush marketing techniques, such as distributing direct advertising literature and "giveaways" will also be prohibited. Unauthorised displays of advertising on animals or where animals display or carry advertising "apparatus" is also banned!
The Ricoh Arena in Coventry, which will be hosting some of the Olympic football matches, spoke out about the extensive "cover up" of non sponsor logos etc. As part of the preparations, it is required to cover all non-sponsors' logos including, amongst other things, those on hand dryers in the toilets and road signs including the stadium's name.
The Regulations do allow people to display brands on their body or personal property, or wear branded clothing, "unless the individual knows or has reasonable cause to believe that he or she is participating in an ambush marketing campaign". The Regulations also allow athletes to wear branded goods if they form part of their "technical equipment" pertaining to their sport.
The Regulations are to be enforced by the police and by enforcement officers designated by the Olympic Development Authority. A light touch approach to minor infringements has been promised with street traders simply being moved on by police, but persistent offenders could have offending items seized in order to stop or prevent contraventions and as evidence in any prosecution.
The Regulations have very real implications for anyone who may be thinking of tapping into the commercial value of the 2012 Games.
The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.
