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"The Games"
Posted by
James Richardson at
3:16pm on
21st June
Yes, those ones.
The ones which the nation is holding in awe and anticipation of travel chaos in equal measure.
Anyway, we're not here to talk about THAT - we're here to talk about what you can and can't say in your radio commercials during the period that the games are taking place (and we define 'period' as 'in the run up' and 'the wind down').
In essence, the Olympic Games doesn't want anyone trading off their name without prior approval. While they seem to be OK with the fact that people will use the games as an opportunity to do some marketing, any reference to them must be fairly oblique.
To use one of their examples, a sports drink commercial broadcast during the games, featuring the wording 'giving you the energy to win' would not infringe. An advert that uses the copy 'be inspired by the 2012 games' however, would.
This isn't the be-all-and-end-all of this - we've heard tell of commercials featuring representations of events which are also Olympic sports being pulled up as being non-compliant with the 2012 guidelines. So, we would always say - 'if in doubt, check with LOCOG'. Better be told to stop being silly and to go away (not that they'd ever be so unprofessional and SAY such a thing) than to infringe on their guidelines unknowingly and cause embarrassment for all involved.
If you want any more information about this, please just give us a ring on 0207 907 0690 and ask any questions (or you can go through the full guidelines by clicking right
HERE. Be warned, it's quite complex!)
