Guerrilla Marketing Outlawed in South Africa

19 February 2003

Legislation clamping down on so-called guerrilla marketing is being implemented in South Africa.

The government is enforcing a law banning attempts by companies to associate themselves with a major event without the permission of the organisers. It hopes to protect sponsors of the cricket World Cup, currently being held in South Africa.

Guerrilla marketing is an increasingly popular tactic for firms trying to gain promotional benefits from big events on the cheap. PepsiCo was recently criticised for trying to link itself with last year’s soccer World Cup when Coca-Cola was the official sponsor.

However, enforcement of the South African law is likely to be restricted to major events and used only when there is a clear violation.

Data sourced from: BrandRepublic (UK); additional content by WARC staff