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London Olympics 2012: Advertising and Trading

Along with the sporting and cultural impact of the London Olympics, businesses will also be affected - not only with a much anticipated (or hoped for) boost to the businesses' takings but also in a number of ways how the business can trade and advertise (even possibly on their own land) if proximate to an Olympic venue.

In order to avoid 'ambush marketing' and also to protect the interests of the games sponsors, regulations have been implemented which limit the activities and advertising which may be undertaken within "Olympic Zones" throughout the period of the games.

If your premises are within an "Olympic Zone" the use of external areas will be prohibited for up to the duration of the games unless specific permission from the Olympic Delivery Authority (ODA) is obtained. 

This will be the case even if you already have a street trading or pavement café licence from the council.

An exemption from obtaining the relevant ODA permission exists for private land (beer gardens and the like for public houses) but this is conditional on the trading activity taking place on site forming part of the usual business of the owner of the premises - sale of alcohol; supply of food etc. (not, for example, the sale of sports equipment!).

Time is running out to submit necessary applications at affected locations; the deadline for such applications indicated by the ODA is the 29^th February.

To find out if you are affected, you can enter your postcode here or alternatively refer to the zone maps and further information provided by ODA in their advice, a copy of which can be found here.

If you require any further advice on the effect which these regulations may have on your business, please contact one of our solicitors, who will be happy to assist.