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IOC LOOKING TO TAKE GAIN CONTROL OF MUNICIPAL ADVERTISING?

          To "prevent the problems encountered" at the '96
     Atlanta Olympics, the IOC "will require future host cities
     to submit to stringent controls on their marketing
     activities," according to Jeff Jensen of AD AGE.  Cities
     "will be asked to secure all outdoor advertising space in
     the host city for use by the organizers during the month
     surrounding the Games."  Under the new rules, which take
     effect with the 2004 Summer Games, the inventory will be
     allocated to the IOC and sold to Olympic sponsors.  Jensen
     reports that the plan "not only goes to IOC's effort to
     control the perception of commercialization, but to combat
     ambush marketing."  But the plan is "drawing criticism in
     the U.S.," as Outdoor Advertising Association of America
     VP/Communications Kippy Burns said the plan would "inhibit
     ad competition and creativity," and added that it "may run
     afoul of the First Amendment" (AD AGE, 8/11).   


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