Guide to IP rights in the UK Implementation Tracker AVMS Directive Aircraft Finance Navigating Hong Kong's Competition Law Recently, ambush marketing during the Rio Olympics, 2016 was observed. Shareholders Directive II Tracker Belgium Australia There are some great international examples of marketing of this sort that are clearly not misleading. Capital Markets Commercial Disputes Visa promoted itself by running advertisements with a tagline saying“the Olympics don’t take American Express” and that technically, it was the true ticket to games of the event. What are some strategies of ambush marketing? Mergers & Acquisitions Business Immigration Customs General Data Protection Regulation Indirect ambush marketing is where brand tried to indirectly establish an association through a suggestion or reference to the event.It can be divided into 3 types. There is no easy answer. Competition & EU Law Pepsi Cola comes up with the advertisement that reflected that Pepsi was the official sponsor. Airports South Korea Denmark Trade Secrets Intellectual Property The Ethical Workplace & The Law In Practice The overall issue discussed throughout this Comment is whether ambush marketing should be illegal when associated with the Olympic Games because it inherently violates trademark laws, or if ambush marketing should remain legal because it is a strategic business tactic used to … Esports It is a concept where a particular brand owner tries to associate itself with a particular event without paying sponsorship fees. In response, Pepsi argued that it was legitimate advertising and promotional campaign. Finance & Financial Regulation Central and Eastern Europe Trade Regulatory Travel Mining and Minerals Retail and Consumer Gambling Corporate Switzerland and Austria Copyright Directive It was held in the famous case of NHL v. Pepsi Cola, Canada, a very popular strategy used by Pepsi was by giving a disclaimer that the company is not the official sponsor helped Pepsi escape from the liability and rather wriggled out an allegation of trademark infringement against NHL. Nordic Region This leads to the question: “is ambush marketing illegal in the Middle East?” In keeping with most countries, including the USA and England, the Middle East generally does not have specific legislation prohibiting ambush marketing, but this does not mean it is permitted. Luxury, Fashion & Retail The 2022 FIFA Football World Cup will be hosted in the gulf state of Qatar. Cloud Computing The Australian Olympic Committee wanted to protect the official sponsors and took legal action against Telstra in the Federal Court. Real Estate The Middle East has a plethora of globally recognised, and often sovereign backed, events such as the Etihad Airways Abu Dhabi F1 Grand Prix, the Mubadala World Tennis Championship, DP World Tour Golf Championship, and Commercial Bank Moto Grand Prix of Qatar. In Your Corner Tax Football fans will recall Bavaria beer’s controversial “orange dresses”at the 2010 FIFA World Cup, or the frequency with which athletes wore Beats by Dre headphones at the London 2012 Olympics. Japan Unsurprisingly, ambush or “guerilla” marketing is a common issue arising at the world’s largest sports events. Brand owners believe that if they ambush the market it is one of the honest ways to draw the attention of the consumers. Aviation & Aerospace Taking the UAE as an example, the UAE has some of the most developed laws in the region, and there are a range of provisions in UAE law that potentially prohibit ambush marketing. Energy Digitalisation Africa Energy & Utilities Publishing Ambush marketing is advertising which intentionally misleads consumers to believe a company is more connected with an event than it actually is. Commercial These were female fans that wore orange miniskirts distributed by . Australia's Notifiable Data Breach Scheme UK Whether ambush marketing can be called opportunistic commercial exploitation or trademark infringement is a stone left unturned. Transform. Ambush Marketing “incidental ... and indirect references in the symbol of the event or the event itself are only the different means to achieve the illegal transgression in the rights of the organizers of the event. Coronavirus (COVID-19) Procurement Challenges European Electronic Communications Code Transact. Airlines Healthcare Life Sciences Hotels, Hospitality & Leisure Words really matter. While overt ambush marketing, along with anything that is misleading or false, is likely to be rejected, there are opportunities for brands to benefit from a big event. Regulatory & Public Affairs Product compliance and liability Nevertheless, it may well be a case can be made that protection is needed to prevent ambush marketing when a major event comes to town, but when this happens legislators need to engage actively with the process and think about what they call or treat as illegal ambush marketing. Sector Spain Poland International Expansion Addressing Confusion amongst Pharmaceutical Trademarks Private Equity This leads to the question: “is ambush marketing illegal in the Middle East?” In keeping with most countries, including the USA and England, the Middle East generally does not have specific legislation prohibiting ambush marketing, but this does not mean it is permitted. Tax Disputes Therefore, ambush marketing cannot be simply termed as a market strategy altogether if it violates the rights of the official sponsors. In keeping with most countries, including the USA and England, the Middle East generally does not have specific legislation prohibiting ambush marketing, but this does not mean it is permitted.