Framing ambush marketing as a legal issue: An Olympic perspective

This paper examines the emerging trend of host countries using legislation to protect the Olympic brand and control ambush marketing. More specifically, it will discuss Canada's Olympic and Paralympic Marks Act in depth. Issues related to framing ambush marketing as a legal issue as opposed to a business issue are examined. The consequences of placing ambush marketing in a legal context are considered from a legal and a business management perspective.

► The use of legislation to manage ambush marketing at Olympic Games is examined. ► Discusses framing ambush marketing as a legal issue rather than a business issue. ► Consequences are considered from a legal and a business perspective. ► A key concern lies in the difficulty of identifying with precision the objectionable conduct.