With the Olympics starting this week, we thought you might find this guide to what you can and can’t say in your marketing material useful!

Can I mention the Olympics?

Yes you can – but there are 3 provisos that you must adhere to all times when mentioning the Olympics 2012:

1. Reference to the Games must be informative rather than promotional

E.g. a hotel may state that it is well located in relation to a Games venue or event, within the general text describing the geographical location of the hotel.

2. The mention should be proportionate and in a relevant context

Statements about the Games must not be highlighted or used to attract a consumer’s attention to an advertisement or promotion. Mention of the Games must be relevant to the context of the advertisement and must not specifically target Olympics visitors.

3. Must not suggest an association with the Games

You must not produce any advertisements or other promotions which are ‘Games themed’, i.e. the main focus of the advertisement is the Games.

Useful Information for Olympics visitors

LOCOG has also produced a ‘Key Facts about the Games’ documents which includes useful information for visitors to theUKin 2012 whether they are here for the Games or not, providing information on the dates and locations of the Games. These key facts can be included in any advertisement, brochure or website aimed at visitors to theUKin 2012 subject to the above 3 provisos. The key facts can be downloaded from tourism2012games.org/keyfacts.

Business as usual

Companies can make statements advising consumers that they are open for business or operating as normal during the Games.

Can I use the Games Marks at all?

The answer is quite simply – no. There are many logos and words associated with the Olympics, including ‘London 2012’ and ‘Team GB’ which are all protected Marks – whether as registered trademarks or otherwise. No one can use these Marks without the prior consent of LOCOG – which is generally only reserved for their official London 2012 partners.

Further guidance can be found at london2012.com/brandprotection or you can contactFarina Azam at Travlaw LLP for further assistance.