PARASITE POLICE ROVING OLYMPIC AIRWAVES

     ACOG has hired New York-based "advertising intelligence
firm," Competitive Media Reporting, to monitor TV and radio
broadcasts in 125 U.S. markets for "parasite marketing" --
advertisers who associate themselves with the Games without
having paid a licensing fee to become an official sponsor.
Michael Sokolove of the PHILADELPHIA INQUIRER reports that twice
a day CMR will fax to ACOG all electronic mentions of the Games,
and, where there is evidence of ambush marketing,  tapes of ads
will be obtained.  If there is suspicion, the next step is a
"mall intercept" -- ACOG will find volunteers in a mall, show
them the ad and ask them questions to "ascertain whether the
commercial leaves the impression that the advertiser is an
Olympic sponsor."  If ACOG deems the ad parasitic, it will ask
the sponsor to take it off the air.  If the sponsor refuses, ACOG
will run newspaper ads attacking the offender (PHILADELPHIA
INQUIRER, 5/28).