AMBUSH MARKETING: 2012 LONDON Olympics will be most heavily protected

Burger King, Barclaycard, Unilever and many other international brands will find their marketing activity facing unprecedented levels of scrunity around LONDON 2012 Olympic games, as the organiser seek to stamp out AMBUSH MARKETING.

Expert believe that the event will be most heavily protected in history. However, the details on the non sponser brands' marketing is to be policed will not be finalised until the end of 2011, after the conclusion of a consultation due to launch in next few weeks.

The 12-week consultation which will form an amendment to the Olympic Act 2006, will seek feedback on potential regulation for "advertising and trading in open and public spaces" during the event. Although the timeframe is dependent on the level of public and indusrty responses, it is expected that a secondary regulation will pass through parliament and become law by the end of this year.