As the 2024 Paris Olympic Games approach, there’s a marketing pitfall that comes around every four years that can catch small businesses off guard: IOC Rule 40.
The International Olympic Committee (IOC) strictly protects its intellectual property, which includes the Olympic symbols, mottos, and anthems. It might be tempting to jump on the bandwagon to increase foot traffic or sales, but breaching the guidelines leads to severe consequences.
For non-Olympic partners, this means:
What You Can Do:
- Celebrate National Pride: Engage in campaigns that promote national pride and the spirit of competition, without direct references to the Olympics.
- Leverage Universal Themes: Focus on themes like perseverance, teamwork, and dedication in your marketing efforts.
- Use Alternative Media: Employ social media, content marketing, and influencer partnerships to share stories that resonate with the values of the Olympics, without breaching the official trademarks.
What You Can’t Do:
- No Use of Olympic Properties: You cannot use official Olympic symbols, terms like “Olympic,” or any imagery that is directly associated with the Olympics. Yes, this includes the Olympics rings.
- Avoid Implied Associations: Your marketing should not imply any association or partnership with the Olympics, unless you are an official sponsor.
- Steer Clear of Ambush Marketing: This involves marketing that capitalises on the Games’ popularity by creating an illusion of association with the Olympics.
- Restrictions on Social Media: Overusing Olympic-related hashtags or content to suggest an affiliation with the Olympics is prohibited.
By following these tips, you can still back the Aussies without crossing the line.
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