LONDON: Marketers are up in arms against the promotional hurdles set-up by the London Organising Committee for the Olympic Games to ensure that its official sponsors are untroubled by so-called "ambush marketing".

These hurdles are already enshrined in law by a UK government so desperate to secure the 2012 Games that it turned a blind eye to a knowingly and massively under-costed budget for the event.

Now the Chartered Institute of Marketing has taken up the cudgels on behalf of its 50,000 worldwide members, condemning the legislation as "restrictive and unreasonable".

It argues that its membership will struggle to benefit from London 2012, as regulations stipulate that certain terminology is reserved for sole use by sponsors.

Likewise verboten is the unauthorised use of any of the 'Games Marks' (or any other marks or logos that are confusingly similar to, or likely to be mistaken for, them).

It is also unlawful, whether through the use of the Marks or otherwise, to falsely represent any association, affiliation, endorsement, sponsorship or similar relationship with London 2012, the British Olympic and/or Paralympic teams, or any other part of the Olympic and/or Paralympic Movements.

"Don't blame us", came the response from a LOCOG 2012 spokeswoman, pointing to the government's Olympics Act.

"We are keen to open dialogue with the CIM to discuss how we can help its members."

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