Don’t mention the Olympics!

Ok, so who is up to speed on the legislation to stop ambush marketing during this year’s Olympic Games? Which of these phrases can you use in your marketing material this year?

• Grab yourself a bargain – Olympic sale now on!
• An Olympic feast not to be missed!
• Last chance to grab fantastic summer holiday offers in London 2012
• Bargains to be had during the Games 2012
• Supporting the Olympic Games
• Made in London 2012
• The Queens Head – Watch the Olympics live here

Well apparently they may all be considered as an infringing association i.e. suggesting to the public association between the London Olympics and a person, goods or services. There are defences but it’s woolly and it’s all about context. If I correctly understood Luisa Leone from @Hewitsons speaking at the recent #CIMSpring Conference – this applies to direct email campaigns as well as social media.

Below are a list of the main prohibited words (any 2 words from list A OR any word in list A with any word from list B is considered an infringement)

I have no idea how this act was passed, but I guess we only have ourselves to blame for being asleep in 2006. Given the official sponsors of the Olympics are only purported to be contributing 10% to the cost of the Games, with the remainder coming from the public – how is it that the UK economy, UK companies and UK public can’t gain any benefit from the presence of the Games in London?

So if you’re thinking of mentioning the Games in your impromptu emailer or spontaneously wishing the athletes luck for a race via your work twitter account then think twice. It seems fines are high and LOCOG are strict.

Check out LOCOG guidelines here

Now, does this blog contravene?…


Hayley headshot2

Hello from the new girl!

I joined Zing at the start of December 2019 and already it feels like I’ve always been here. My role is essentially a support one – proofreading reports, making travel… Read more »

AEO Awards 2019 - the Great Hall at the Savoy Hotel, AEO Awards

AEO Awards 2019 – watch the video!

The AEO Awards 2019 took place last month at Grosvenor House on Park Lane. As an event put on by the event industry for the event industry, the AEO team… Read more »

focus group3

Anthropology and Business Insights

Writing an introductory blog post is a rite of passage for all new Zing people; however, I’ve managed to spend around nine months here before getting some words down in… Read more »

Content Marketing, tell the truth

Content Marketing and Storytelling: The Power Behind The Truth

It’s no secret that the customer is becoming savvy to traditional marketing strategies, both in consumer and commercial environments. As we all develop a resistance to direct advertising and unwanted… Read more »

AEO Excellence Awards

AEO Excellence Awards 2019 – Zing Insights are the proud sponsors of the Best Consumer Show award

  It’s 8 years since I launched Zing Insights (how did that happen?) and created an agency that is focused on measuring the customer experience, helping our clients drive business… Read more »


World Cup 2018 and using data in sport

With the World Cup only a matter of weeks ago, England fans all over the country are slowly returning to normality, while the players themselves will only have only had… Read more »

Our Clients

We have extensive experience working across a wide range of industry sectors for many leading brands.

Contact Details

Victory House
Chequers Road
NR15 2YA

t / +44 (0)844 800 9588

e /