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IOC Mulls Changes To Ad Rules That Would Ease Restrictions On Non-Olympic Brands

The IOC is "considering changes to its advertising rules that could loosen restrictions on athletes endorsed by sponsors that aren’t official advertisers at the Games," according to Sara Germano of the WALL STREET JOURNAL. The IOC in a release said that the proposals were agreed to by its exec board and "still needs final approval from the committee." The release stated one proposal would "allow generic (non-Olympic) advertising during the period of the Games." This motion "relates to Rule 40 of the Olympic Charter." The second proposal, "relating to Rule 50, would 'increase the maximum size of a manufacturer’s identification' on clothing and other gear 'while respecting the clean field of play to prevent conspicuous advertising.'" The proposals "are expected to be presented at the next IOC session in Kuala Lumpur, Malaysia, in July" (WALL STREET JOURNAL, 2/27). The AP's Stephen Wilson noted dozens of athletes "launched a Twitter campaign" during the '12 London Olympics "to urge an end to the rule" using the hashtag "WeDemandChange2012." IOC Dir of Communications Mark Adams said of the proposed changes, "It has to do with advertising around the games, on a social media site, or newspaper, or whatever. So if someone has a contract with a watch manufacturer, that may continue as long as the advert doesn't relate to the games." Adams added, "Athletes have wanted this changed for a very long time. It's been a very long discussion" (AP, 2/26).

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