This is an extension of the scope of previous crackdowns, which have identified phrases including ‘2008’, ‘Beijing’ and ‘torch’ to be off-limits for non-sponsors. The ban applies to Chinese media.
Brands such as Nike have for many years sponsored individual athletes rather than big events such as the Olympics. However, Nike’s recent ads in China have focused on basketball.
One brand that may be affected is Cadillac, which has been using 110m hurdles superstar Liu Xiang in its advertising in the run-up to the Olympics.
Sources note that there have been governmental concerns that Olympians are being taken away from their training because of their corporate work. Some Olympic sponsors have also expressed concern that their investment is being depleted by non-sponsors using athletes in their advertising, said one insider.
Non-sponsors banned from using Olympians
BEIJING - The China Advertising Association is believed to have banned ads by brands that are not Olympic sponsors featuring Olympians - including athletes, coaches and associated officials - in their ads between 1 and 27 August in a bid to limit "invisible" copyright infringements.
