IAA | Ambush Marketing Report 2014

Ambush Marketing Report 2014

Category - Marketing Law

"Ambush marketing." A controversial marketing practice that pits non-sponsors against event producers, official sponsors, and other rights holders. Even though ambush marketing campaigns are quite prevalent, most countries do not, in fact, have specific legislation designed to address the practice. Some countries - such as Brazil, Russia, and the United Kingdom -adopted more specific legislation to guard against ambush marketing where the event owners (such as the International Olympic Committee and FIFA) have pushed for the enactment of highly-restrictive event-based legislation in order for a locality to obtain the rights to produce the event Without specific rules governing most ambush marketing practices around the world, official sponsors, so-called "ambush marketers," and the owners of events themselves must look to traditional intellectual property and unfair competition laws to determine what each party can and cannot do. 


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