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ARTICLE · 31 JULY 2024

Using the Olympics in mar­ket­ing can be legal­ly risky

Swaab Attorneys
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Considers the legal framework surrounding protection of the Olympic insignia & ambush marketing in relation to the Olympics.

AustraliaIntellectual Property
James Skelton
James Skelton
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Three years (rather than the usual four) having elapsed since the COVID-deferred 2021 Olympic Games in Tokyo, Olympic fever has again struck in Australia as our talented athletes compete in the 2024 Paris Games.

A major public marketing campaign is out in force on Australian streets and screens. Run by the Australian Olympic Committee (AOC), the #AllezAus campaign encourages Aussies to tune in and cheer on their compatriots despite the distance (and painful time zone) between our continent and the events in France.

With the interest of regular Australians in the Olympic Games dialled up to 11 for the next three weeks, there is a major temptation for businesses to piggyback on the Olympic spirit by incorporating phrases relating to the Olympics, or the famed Olympic Rings, into products and product marketing.

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