Guidelines For Advertising In The 2016 Rio Olympics

The International Olympic Committee has publicized several rules to prevent behaviors that exploit the event by companies that are not official sponsors (known internationally as Ambush Marketing).

Among these guidelines, it is worth highlighting rule #40 in the Olympic Charter, which institutes a rule for athletes, coaches and other official personnel. It prohibits the exploitation of their picture, name, or athletic performance for advertising purposes during the Olympic Games.

Also, the advertising activities of the athletes' sponsors is being regulated, prohibiting the launch of a new campaign during the Games. Regarding the ad campaigns that are already underway, they may continue to be aired as long as they do not give off the impression that they are official Olympic sponsors. In addition, the latter requires the approval of the National or International Olympic Committee.