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protection, anti ambush campaigns, legislation, broadcast/Internet monitoring and Olympic marks usage.<br />
IOC MARKETING MEDIA GUIDE / 39<br />
Counterfeit Merchandise<br />
All licensed products are to be sold in licensed merchandise stores, whose operations are certificated by BOCOG. Proof of certification can<br />
be seen inside the stores and each licensed product has an anti-counterfeit label attached to it.<br />
Ambush Marketing<br />
Only official sponsors, licensees and government partners of the Olympic Movement are allowed to suggest an affiliation or connection<br />
with the Olympic Games.<br />
Ambush marketing refers to any attempt by non-Olympic sponsors to create a false or unauthorised association with the Olympic<br />
Movement and the Olympic Games.<br />
In many instances, ambush marketing is equated to cheating and causes damage to the Olympic Movement by devaluing the Olympic<br />
brand. It is therefore extremely important to prevent ambush marketing to protect the Olympic brand and partners’ rights.<br />
Anti-Ambush Campaign<br />
The IOC works with BOCOG to educate local, national and, with the assistance of NOCs, international audiences about who the official<br />
partners and sponsors are, building awareness of their contributions, the threat of ambush marketing and the negative impact it has on<br />
the Olympic Movement.
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