THE Olympic dividend for British business as a result of London hosting the 2012 Games will be put at risk by the Government’s plans to restrict ambush marketing, according to legal opinion.

The Olympics Bill, which has had its second reading in parliament and is scheduled to go to committee stage in October, will push through new laws intended to protect official sponsors who each pay tens of millions of dollars to be associated with the Olympic movement. The bill will replace the Olympic Symbols Protection Act of 1995.

However, Nick Johnson, a partner at Osborne Clarke and a marketing law expert, has given warning that the Bill “would substantially curtail advertisers’ freedom of speech”. It would effectively bar them from making any reference or allusion to the London 2012 Olympics. It would also prevent the combination of “Games” or “2012” with any other protected words such as “gold ”, “silver”, “bronze”, “London”, “medals”, “sponsor” and “summer”.

“This would clearly impact on, for example, an hotel wishing to advertise rooms in London for summer 2012,” Johnson said. “Everybody quite rightly expects sponsors to receive protection, but the proposals go far beyond what is necessary. The Government urgently needs to review the Bill. These measures could have a serious impact on the UK’s advertising industry.”

The International Olympic Committee (IOC) is fiercely protective of the Olympic symbols. In June, it applied to the Patent Office for a new trademark for “2012” in relation to a wide range of goods and services, from musical instruments and soap to razors and cars.

AS ARSENAL bid a fond farewell to Highbury before moving to the new Emirates Stadium, club officials are determined to make it a nostalgic season for fans who are finding it hard enough to deal with change after 93 years. Some traditions of old that have been recalled include a marching band for Saturday 3pm kick-offs, a supporters’ club representative greeting the teams home and away and the beloved peanut seller in the stands. For the first home game, against Newcastle United this Sunday, former players have been invited back to make a lap of honour.

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