With international marketers readying for the upcoming Tokyo Olympic Games, the Global Advertising Lawyers Alliance (GALA) has released its latest edition of Ambush Marketing: A Global Legal Perspective. "Ambush marketing" is a controversial marketing practice that pits non-sponsors against rights holders. It is as prevalent as ever, as non-sponsors seek to associate their brands, rightly or wrongly, with significant sporting or entertainment events without needing to pay sponsorship fees.
The book summarizes the laws and other rules governing ambush marketing in 69 countries around the world, provides examples of ambush campaigns that have hit the headlines, and discusses recent enforcement actions. In addition to updating the existing chapters, the third edition covers 18 new countries, including Bosnia & Herzegovina, Bulgaria, China, Cyprus, Czech Republic, the Dutch Caribbean, El Salvador, Ghana, Hong Kong, Hungary, Kenya, Malta, Peru, Puerto Rico, Serbia, Slovakia, Ukraine, and the United Arab Emirates.
A companion webinar, featuring several GALA members discussing laws and recent enforcement actions within their respective territories, will be held on April 14. Please register here.
"Ambush marketing" is a controversial marketing practice that pits non-sponsors against rights holders