An overview of the law on ambush marketing - HSF publishes a Practical Law Practice Note

Victoria Horsey and Rachel Montagnon have given an overview of the law on ambush marketing for Practical Law in their updated practice note on Ambush Marketing, published in its updated form in December 2023.

The practice note looks at the laws involved in preventing ambush marketing generally, practical preventative methods (contractual protections, control over venues, internet protection etc) as well as the use of advertising standards, and of course the involvement of IP rights in protecting against it. The Olympics are covered (including how things worked in the London Games and looking forward to the Paris Games 2024) as well as FIFA and other football events, the Rugby World Cup, and Royalty ambushing restrictions, examples and legislative and regulatory attempts to prevent ambush marketing in all its forms, including social media.

Read the full article on Practical Law, or access it here.

Ambush marketing is an attempt by a third party to associate itself directly or indirectly with a major event to benefit from the goodwill or prestige of the event, without having to pay for that privilege as an official sponsor would do. The effect is that consumers associate events with non-sponsors, rather than with the official sponsors.

For more information and advice on advertising and ambush marketing contact: