Table of Content Table of Content I
Ambush Marketing: a Global Analysis .......................................................................1
A Introduction....................................................................................................................1
B What is ambush marketing and where can you draw the line between this and genuine guerilla tactics?.......................................................1
C A debate on the explosion of legal protection with a look back at some major events..................................................................................................2
1
FIFA World Cup – South Africa 2010.....................................................3
2
Olympic and Paralympics Games London 2012 ...............................5
3
Other events and legislative creep..........................................................7
4
Conclusion – caution needed.....................................................................9
II A Rights Holder’s View – Fédération Internationale de Football Association (FIFA) ........................................................................................................... 12
A Introduction................................................................................................................. 12
B Boundaries of FIFA’s Brand Protection........................................................... 15
C Legitimate Business Opportunities ................................................................... 16
D Event Legislation ....................................................................................................... 17
E Commercial Restriction Area............................................................................... 19
F Conclusion .................................................................................................................... 22
III Country Analysis............................................................................................................... 23
A United Kingdom ......................................................................................................... 23
1
1.1
1.2
Intellectual Property Rights.................................................................... 23
Passing Off ...................................................................................................... 23
Using Celebrities, athletes and sports stars in advertising....... 24
2
Advertising Regulation ............................................................................. 25
3
3.1
Specific Event Legislation ........................................................................ 26
The London 2012 Olympic and Paralympic Games Special Report............................................................................................................... 26
3.1.1 Introduction................................................................................................... 26
I Table of Content 3.1.2 The Olympic Rings ...................................................................................... 26
3.1.3 The word “Olympic” and the Olympic motto .................................. 27
3.1.4 The London Emblem and Mascots....................................................... 27
3.1.5 The London Olympic Association Right (LOAR)............................ 28
3.1.6 Infringements................................................................................................ 28
3.1.7 Enforcement and Sanctions .................................................................... 29
3.1.8 Protecting the Sponsors ........................................................................... 30
3.1.9 Team Sponsors and Conflicting rights ............................................... 30
3.1.10 Featuring athletes ....................................................................................... 31
3.1.11 Suppliers to the Games ............................................................................. 31
3.1.12 Footage............................................................................................................. 32
3.2
Commonwealth Games 2014 ................................................................. 32
B United States of America........................................................................................ 33
1
1.1
1.1.1
1.1.2
1.2
1.2.1
1.2.2
1.2.3
Intellectual Property Rights.................................................................... 33
Background to United States Trade Mark Law .............................. 33
Trade mark Infringement ........................................................................ 34
Trade mark Dilution................................................................................... 36
Ambush Marketing and U.S. Intellectual Property Law ............. 37
Trade mark..................................................................................................... 38
Dilution ............................................................................................................ 40
The Limited Case Law On Ambush Marketing ............................... 41
2
2.1
Advertising Regulation ............................................................................. 43
False Advertising and Ambush Marketing ....................................... 43
3
Specific Event Legislation ........................................................................ 44
C China ............................................................................................................................... 48
II 1
1.1
1.2
Intellectual Property Rights.................................................................... 48
Regulations for the Administration of Special Marks ................. 48
Anti‐Unfair Competition Law................................................................. 49
2
Advertising Regulation ............................................................................. 50
3
3.1
3.2
Specific Event Legislation ........................................................................ 51
The Olympic Games 2008........................................................................ 51
The World Expo 2010................................................................................ 53 Table of Content D Germany ........................................................................................................................ 54
1
Intellectual Property rights..................................................................... 54
2
2.1.1
2.1.2
2.1.3
Advertising Regulation ............................................................................. 55
Public Law ...................................................................................................... 55
Domiciliary Rights....................................................................................... 56
Competition Law.......................................................................................... 57
3
Specific Event Legislation ........................................................................ 58
E Italy.................................................................................................................................. 61
1
Intellectual Property Rights.................................................................... 61
2
Advertising Regulation ............................................................................. 62
3
3.1
Specific Event Legislation ........................................................................ 63
A view on Ambush Marketing in Italy ................................................ 64
F Sweden........................................................................................................................... 66
1
Intellectual Property Rights.................................................................... 66
2
2.1
Advertising Regulation ............................................................................. 66
The Swedish Marketing Act .................................................................... 66
3
Specific Event Legislation ........................................................................ 67
G Switzerland .................................................................................................................. 68
1
1.1
1.2
Intellectual Property Rights.................................................................... 68
Ambush Marketing – Attempt of a Definition................................. 68
Intellectual Property Law ........................................................................ 68
2
2.1
2.1.1
2.1.2
2.2
2.3
Advertising regulation .............................................................................. 71
Unfair Competition Law ........................................................................... 71
Misleading Behaviour................................................................................ 71
Exploitation of Good Reputation .......................................................... 72
Domiciliary Rights....................................................................................... 74
Public Law ...................................................................................................... 74
3
Specific Event Legislation ........................................................................ 75
4
Summary ......................................................................................................... 76
IV The Authors ........................................................................................................................ 78 III