Who: European Sponsorship Association (ESA)
When: April 2014
Law stated as at: May 2014
The European Sponsorship Association (ESA) has issued a revised and updated paper on ambush marketing. The paper proposes various ways of categorising forms of ambush marketing. It also contains details of useful illustrative examples, as well as details of various anti-ambush statutes from around the world.
Why this matters:
The paper may be a useful resource for those researching ambush marketing issues. It seeks to promote a more sophisticated understanding generally of the issues that can arise with major sporting (and other) events, including:
- risks of adverse publicity and damage to goodwill arising from disproportionate enforcement;
- potential distortion of media/advertising markets resulting from exclusion zones and ad restrictions;
- the need for wide public and stakeholder consultation before introducing specific anti-ambush legislation.
See here for the ESA paper.
(Disclosure: Osborne Clarke’s Nick Johnson is a board director of ESA, and contributed to the Association’s ambush marketing paper.)