Talking Olympic advertising

In a recent post, I discussed the laws prohibiting advertising activity round Olympic venues in the summer.

One of the affected venues is the Ricoh Arena in Coventry, which will be renamed the City of Coventry Stadium for use in Olympic football matches. Shane O’Connor from BBC Radio Coventry & Warwickshire interviewed me at 7.40 this morning to talk about the law behind these advertising restrictions. Here’s a recording of our conversation:

Olympic advertising ban: a pre-emptive ambush?

One of the key measures proposed to protect the interests of sponsors for the 2012 London Olympics and Paralympics is a prohibition on unauthorised advertising, including “ambush advertising”, around Olympic event sites.

The regulations imposing this advertising ban have now been implemented, as The London Olympic Games and Paralympic Games (Advertising and Trading) (England) Regulations 2011, and the LOCOG website has guidance on the regulations and how to comply with them. Crucially, this includes the maps of the “event zones” where advertising will be banned around the time of the Games.

The ban will apply for different periods for each event zone, as listed in Schedule 2 to the regulations, with the longest ban being around the Olympic Park itself: from 23 July to 13 August (for the Olympic Games), and then from 28 August to 9 September (for the Paralympic Games).

Anyone wishing to display advertisements within event zones during the relevant period (including existing traders) will need prior authorisation from LOCOG.

The types of “advertising activity” banned under the regulations are very broad, ranging from conventional billboards and signs to leaflet distributions and even the wearing of “advertising attire”.The thoroughness of the regulations is perhaps best shown by their express application of the ban to:

(i) an advertisement to be displayed on an animal, or

(ii) an apparatus by which an advertisement is displayed to be carried or held by an animal.

The mind boggles.

There is an exemption for people (though not for animals!) wearing clothes which carry advertisements, provided this isn’t part of an ambush marketing campaign, and also for “not-for-profit bodies”.

The regulations have been attacked by both advertisers and campaigners as “draconian” and an assault on freedom of expression. LOCOG, however, argues that the rules will “not only help protect the investment of sponsors”, but are also intended to ensure “a welcoming environment for spectators”.

“Independently safeguarding” children’s websites

The new Independent Safeguarding Authority is attracting a lot of media coverage today, with news stories focusing in particular on compulsory registration for those regularly giving children lifts to social/sports clubs.

However, those operating websites (and other “interactive communication services”) for children should be aware that their activities may also fall within the ISA’s remit when the new regime becomes fully operational in just over a year’s time. The Safeguarding Vulnerable Children Act 2006 (PDF) defines the “regulated activities relating to children” for which ISA-registration is required. These include:

moderating a public electronic interactive communication service which is likely to be used wholly or mainly by children

(see paragraph 2(1) of Part 1 of Schedule 4, on p.67 of the linked PDF).

So if you are operating a website for children, anyone involved in “moderating” that site will need to be registered with the ISA. “Moderating” involves any function relating to:

  • monitoring content;
  • removing or blocking content; or
  • controlling access to, or use of, the service,

for the purposes of protecting children, where individual concerned either has access to the content involved or contact with users of the service (see paras 2(4) and 2(5), Sch.4 Part 1).

Equivalent provisions apply to those operating websites and other interactive services for vulnerable adults.

Employers who engage people who are not ISA-registered, or who are recorded by the ISA as being barred from working with children or vulnerable adults, could face a £5,000 fine or even imprisonment. The ISA website summarises employers’ obligations in more detail.

Paid employees will need to pay a £64 fee to register with the ISA (registration is free for volunteers). For existing employees, in all likelihood it will be the employers who end up paying these fees. Any barred individual is committing a criminal offence by being engaged in any regulated activity, even as a volunteer.

This new regime is still some way off from coming fully into force. The ISA will start the registration process in July 2010, and the legal requirement on employers to check employees’ status will only come into force in November 2010. However, businesses involved in regulated activities – including children’s websites and interactive services – should be making plans to ensure their staff are registered in a timely fashion next summer.

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