Ambush Marketing DownUnder

The Government has published Frontier Economics’ review of the ambush marketing legislation provided by the Olympic Insignia Protection Act 1987 (Cth) and the Melbourne 2006 Commonwealth Games (Indicia and Images) Protection Act 2005 (Cth) (the AML).

According to the Executive Summary, key points include:

  • The Review is of the opinion that the AML has provided tangible benefits to the organisers, and that these have a direct (although difficult to quantify) bearing on their ability to raise revenue from licensing. 
  • The AML appears to have provided greater clarity regarding the existence and scope of the organisers’ entitlements.
  • There doesn’t appear to have been many, if any, ‘blatant’ examples of ambush marketing  for some time.
  • Concerns were identified, particularly in the Olympic Insignia Protection Act, with the definition of ‘commercial purposes’ and the requirement to show that an accused use would be seen by a reasonable person as suggesting sponsorship like support.

While the review found the legislation largely working as intended, it did not some qualifications:

(1) whether apparent reductions in ambush marketing are due to factors outside the AML;

(2) whether NSOs and other peak bodies have been unduly hampered in their ability to attract their own sponsorships; and

(3) whether sufficient income generated from the rights granted under the AML has been returned to sport. 

Read the report here (pdf).

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