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IOC, MARKETERS DRAW UP ADVERTISING CODE OF CONDUCT FOR GAMES

          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).

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