WFSGI Comments on Advertising and Trading Regulations at London Games

LAUSANNE, Switzerland, – The World Federation of the Sporting Goods Industry (WFSGI) in which the bike industry is participating, addressed a letter to the UK Government Olympic Executive responding within the consultation period to the draft regulations on advertising and trading at the Olympic Games time in London.

Herein, WFSGI and its members applaud the concrete efforts to combat the sales of counterfeit merchandise during the Olympic Games and empathize that they agree with the three prime policy objectives - ensure that all Olympic and Paralympic events have a consistent celebratory look and feel to them, prevent ambush marketing within the vicinity of venues and ensure that people can easily access the venues.

Nevertheless, the Industry has some concern regarding the public consultation document taking into account the nature of the sporting goods business - mainly retail business. “We have to make sure that daily retail practice will not be hampered or even restricted simply because there is an event coming to town”, sums up Wolfgang Schnellbügel, WFSGI CISO committee Chairman and CEO of Sport 2000 International.

The comments and suggestions put forward by the WFSGI draw the attention to the fact that its members invest multi-billions of US-Dollars and are engaged on a daily basis to promote active sports participation and a healthy life style. These companies also invest heavily in research and development activities to allow athletes to perform better and provide substantial financial support directly to young athletes, National Olympic Committees, and International and National sports federations all over the world.

At local enforcement level for instance, some of the contemplated rules in particular on advertising restrictions may be misinterpreted during the relevant Event Periods. It should be ensured that any generic advertising and promotion campaigns, which can also be labeled as ‘business as usual’ activities during the London 2012 Olympics can be continued without any impediments and restraints.

To reduce actual conflict and to avoid embarrassing situations in 2012 prior to and during the London Olympics, the World Federation recommends that the Olympic authorities take a proactive approach by establishing a “hotline/helpdesk” contact to help surface and resolve potential issues in advance. Given the decentralized nature of London’s governance and the fact that the Olympic venues are spread throughout the city, proper training of the local enforcement authorities is certainly a key in this area.

The Government Olympic Executive announced that they will now carefully consider all comments and will publish a response later this summer.