Brand Protection Guidelines

These Brand Protection Guidelines (PDF 544Kb) have been published by London 2012 as a practical manual to help tourism businesses of all sizes understand the laws which protect the London 2012 Olympic and Paralympic Games (the ‘Games‘).

A significant proportion of the budget for the London Games is raised through sponsorship and licensing programmes. The Olympic and Paralympic brands are therefore strictly protected by London 2012, the organisers of the London Games. They must protect the exclusivity and value offered to sponsors and licensees by preventing other businesses from exploiting and creating an association with the Olympic and Paralympic Games for free.

Tour operators that have not been appointed by London 2012 are not entitled to sell Olympic packages, to run promotions around the Games or to use the Olympic branding for commercial benefit.

These Brand Protection Guidelines (PDF 544Kb) provide relevant examples of what can and cannot be done when communicating to customers about tourism products and services related to London 2012.

Please note that if you are applying these guidelines outside the UK, you should also check you are complying with local laws.