Marketers are “woefully ill-informed” about the legality of Olympic-related marketing activities, according to a survey by the Chartered Institute of Marketing (CIM).
In the latest Marketing Trends Survey, 86 per cent admitted to having little or no understanding whatsoever of rules regarding what promotional activities they can undertake in relation to 2012 Games. Despite this nearly a quarter (23 per cent) say they are planning marketing activity around the London event.
Forty per cent said they had no understanding at all of the law relating to the Games – called the London Olympic Games and Paralympic Games Act 2006. A further 46 per cent admitted to only a very poor or poor understanding. Just 14 per cent described their knowledge of the law as good.
David Thorp, director of research and information at the CIM, warns that unless ignorant marketers brush up on the terms of the Act, a string of court cases could end up being brought against them. “The 2012 London Olympic Games should be a fantastic opportunity for UK marketers to participate and raise their profile worldwide, but with sponsorship limited to a select few global brands the vast majority of UK plc is likely to miss out.
“Those marketers planning activities must be fully aware of the Olympic Games Act, otherwise we are likely to see a string of court cases brought against the ill-informed.”
The survey suggests that interest in marketing opportunities around the 2012 Games is growing steadily; the number saying they will not or are unlikely to participate has dropped from 37 per cent to 28 per cent over the past two years.
The survey also reveals that more than three quarters of marketers polled (76 per cent) believe the London Olympics will generate a positive perception of the UK around the world, with just eight per cent thinking it will harm the UK’s image.
With regard to the economy, again marketers remain enthusiastic, with 79 per cent believing the London Olympics will have a positive impact on the British economy, and only 10 per cent thinking it will not.
Marketers in the South of England were most positive, whilst those in the North of England and Scotland were least enthusiastic about the primarily London-based event. Fifty-nine per cent of marketers in the North believe the 2012 Olympics will only benefit marketers in London and the South East.
The survey was conducted by Ipsos MORI on behalf of the CIM. In September the CIM will publish an agenda paper on ‘Marketing the Olympics: the event that dare not speak its name’, looking at the opportunities for marketers and the restrictions placed upon them by the Olympic Act.
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