We've talked about how the Olympics are so focused on hiding any non-sponsor brand that they had officials in Beijing during the last Olympics tape over bathroom fixtures
from non-sponsoring companies. And it was clear that this same sort of activity was set to continue
this time around in London, including a specific law against "ambush marketing."
You may have heard the reports in London about the terrible security for the London Olympics
that has left things in "absolute chaos," due to a failure to hire enough security personnel. In fact, there's talk of soldiers having to be called in to help. Given all that, it's interesting to find out that the Olympics do
have a fully-staffed "brand police" force
, which is heading around the city to carefully block any non-sponsor brands, and try to track down and kill off any kind of unpaid-for marketing.
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....
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 £20,000.
So, if a terrorist attack happens to hit London over the next few weeks, at least we'll know that it wasn't sponsored by some non-paying brand.