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Ambush Marketing and the Sydney 2000 Games (Indicia and Images) Protection Act: A Retrospective

Authors: Jeremy Curthoys LLB
Barrister, Francis Burt Chambers, Perth
Christopher N Kendall BA (Hons), LLB, LLM, PhD
Associate Professor, Murdoch University School of Law
Subjects: Marketing -- Law and legislation -- Australia (Other articles)
Olympic Games 27th 2000 Sydney NSW – Economic Aspects
Olympics
Issue: Volume 8, Number 2 (June 2001)
Category: Refereed Articles

Abstract

The authors examine whether the Sydney 2000 Games (Indicia and Images) Protection Act 1996 was effective in protecting official Olympic sponsors from the ambush marketing activities of rival advertisers. It is argued that the Act did not achieve what its proponents had hoped for. The authors suggest that legal solutions alone are not adequate to fully resolve the problem; the challenge of ambush marketing requires additional and creative strategies from lawyers and non-lawyers alike.

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Document author: Brett Lester