Advertising and the 2018 Commonwealth Games

This Guideline provides an overview of how graphics, words and phrases associated with the Gold Coast 2018 Commonwealth Games may and may not be used.

Advertising and the 2018 Commonwealth Games

Only official commercial partners, sponsors, suppliers and licensees of the Gold Coast 2018 Commonwealth Games will be allowed to use references and images in accordance with the terms of their agreements.

CAN ADVERTISERS USE THE COMMONWEALTH GAMES’ INTELLECTUAL PROPERTY?

GOLDOC owns all the IP rights in the words, marks, text, images, photographs, videos, audio, graphics of the Commonwealth Games to the full extent possible under the intellectual property laws of Australia which may include legislative protection and other countries.

Advertisers may not use any of the Commonwealth Games names, emblems / logos, pictures or trademarks. The commercial use of the Games’ marks, emblems or logos or other IP is only permitted with the written authorisation of GOLDOC.

Editorial use is permitted for genuine news reporting by bona-fide media organisations.

Non-rights holders (e.g. official sponsors and broadcasters) cannot use IP in any advertising, marketing or promotional material (e.g. a poster for a sponsored event; an event where any goods and services are sold or in the creation of items or products for sale (e.g. a t-shirt or mug).

It is also unlawful to engage in misleading or deceptive conduct under the Australian Consumer Law or passing off at common law so that the public is or is likely to be lead to confusion.

Any unauthorised use for commercial purposes of the Commonwealth Games’ IP is a violation of GOLDOC’s IP rights.

WHAT SPECIFICALLY IS ‘PROHIBITED USE’ OF THE IP OF THE COMMONWEALTH GAMES?

Advertisers cannot create or imply an association with the Commonwealth Games through the use of its protected IP, for example, the use of its phrase or imagery without permission.

They cannot put on events or produce printed materials or otherwise distribute publications on the Internet which focus on the Gold Coast 2018 Commonwealth Games without permission.

An advertiser cannot brand a product or services as a combination of ‘Commonwealth Games’ and ‘2018’ so as to create an identity that associates itself as part of the brand. For example, using a protected trade mark as a sign or mark to state or imply that you are the supplier of that good or service or the impression you are associated with the Games.

Advertisers cannot use any of the content at gc2018.com, goldoc.com, or similar, or any of the IP there such as trademarks, copyrighted material, designs or other imagery unless you have obtained written authorisation from GOLDOC. You can, however, provide a link to gc2018.com or goldoc.com without permission.

WHAT IS ‘PERMITTED-USE’ OF THE INTELLECTUAL PROPERTY OF THE COMMONWEALTH GAMES?

Advertisers can provide relevant and factual information. For example, refer people to official sources of information at gc2018.com. If you wish to provide specialist or factual information on their website which is not included on our websites, it must be made clear that such information including any opinions expressed or advice is authored or comes from you and is not official Gold Coast 2018 Commonwealth Games content.

Editorial use is permitted for non-commercial purposes, for example, in a newspaper or magazine article, blog or website or in a non-commercial presentation. Factual or descriptive statements are permitted and convey information or merely describes the goods or services that are used in conjunction with (or their function, purpose or use), for example, a statement such as ‘The Carrara Stadium will be the main venue for the Opening Ceremony and the Closing Ceremony of the Gold Coast 2018 Commonwealth Games’.

WEBSITE LINKING POLICY

A link may be created to gc2018.com and goldoc.com in accordance with GOLDOC’s linking policy. Official Games trademarks, logos, emblems or imagery may not be used pas an icon to link your website to gc2018.com.

WHAT IS THE RESPONSIBILITY OF SUPPLIERS?

Gold Coast 2018 Commonwealth Games suppliers are restricted contractually from marketing, advertising or undertaking other promotional activities around their work on the Commonwealth Games and must adhere to any confidentiality agreements. Guidelines are included at the time of contracting.

WHAT IS “AMBUSH MARKETING” OR “PARASITE MARKETING”?

To engage in “ambush marketing” or “parasite marketing” is to mislead the public into believing that the advertiser is an authorised sponsor or has an official connection to the event.  It happens when a business tries to advertise its products or services in connection with a large sporting event without paying any money and they are not an official sponsor.

Special regulations will control advertising and trading in open spaces around venues during the Gold Coast 2018 Commonwealth Games. They will make it unlawful to trade or advertise in defined zones unless authorised.

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