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IOC, MARKETERS DRAW UP ADVERTISING CODE OF CONDUCT FOR GAMES
Published December 2, 1997
The IOC "this week will ink an agreement with the World Federation of the Sporting Goods Industries to implement a marketing code establishing guidelines for activities linked to the Olympic Games," according to Jeff Jensen of AD AGE. The code offers 12 agreements, "the first being that marketers can't use Olympics marks in ads without permission of the IOC; another bars marketers from distributing 'presence marketing material' to spectators. Advertisers also are asked to honor an Olympic Charter rule that forbids companies from using Olympic athletes in ads during the duration of the Games without IOC permission. New guidelines are being drawn up for ads saluting athletes for winning medals." While the agreement is "self enforced" -- both adidas and Reebok called the code a "gentlemen's agreement" (AD AGE, 12/1 issue). TOUGH TALK: John Hancock's David D'Alessandro "urged" Olympic sponsors to "sue aggressively, sue often and sue for damages" if contract problems arose with the Sydney Olympic Organizing Committee for the 2000 Games. He called TV networks "the enemy of sponsors." D'Alessandro: "As pressure mounts on organizing committees to make their huge budget and tight deadlines, (networks) often conveniently change their interpretation of your contract to suit their needs" (USA TODAY, 12/2).