How to ensure gold in Olympic promotions

How to ensure gold in Olympic promotions

It’s one of the most recognisable logos in the world, five rings with each one representing a continent that competes in the Olympic Games.

However, there are strict conditions over its use and representations of its flag, motto, anthem and other identifications.

Newspaper Works CEO Mark Hollands explains that confusion can easily arise with the use of the Olympic name and the rings.

“There are specific rules that all countries must adopt that relate to the use of the name and rings,” Mr Hollands said.

“This means that any conventional practices, which might be permitted under Fair Use, would not necessarily be applicable to the Olympics Games.”

Mr Hollands said that while newsrooms are able to use both the name and the symbol of the Olympics for editorial coverage, editors still needed to be careful when using Olympic content for promotional material – including posters.

“As posters are to promote the paper, the use of the rings is not permitted unless an arrangement has been made with the Olympic committee,” he said.

Failure to adhere to these conditions can lead to consequences for advertising and editorial teams alike.

“The International Olympic Committee monitors everything and has done so for more than a decade, so if anyone thinks they can wing it, and no one will notice, then our advice is to think again,” Mr Hollands said.

Any advertising executive with concerns can contact The Newspaper Works for advice. Click here for updated requirements for the Sochi Winter Olympics compiled by Lianne Richards.

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