Trading and advertising near Olympic venues

07 December 2011

The London 2012 Olympic Games begin in fewer than 250 days and the clock is ticking not just for the world's top athletes but for businesses in Kensington and Chelsea that want to trade or advertise close to Earls Court, the venue for Olympic volleyball, or along the route of the road cycle races, which includes Knightsbridge, Brompton Road and Fulham Road.

By the end of February, outdoor traders need to have secured permission to operate at Games-time in 27 special `Event Zones', usually stretching no more than 200 metres from stadiums and sports facilities. Similarly, only advertisers which obtain approval will be able to advertise in these areas, with the deadline for public applications also being 29 February 2012.

The rules, now online, will ensure that spectators and those taking part in the Olympic and Paralympic Games can access venues easily and safely, and that the Games have a consistent look, without unauthorised marketing close to Earls Court and along the route of the cycle road race.

Restrictions on advertising and outdoor trading are a requirement of the contracts that host cities sign with the International Olympic Committee. They are now common practice at major international sporting events.

Councillor Fiona Buxton, Cabinet Member for Environmental Health, said: "I would urge all businesses close to Earls Court and along Knightsbridge, Brompton Road and Fulham Road to familiarise themselves with the restrictions on outdoor trading and advertising that will be enforced throughout the Olympic Games."

London 2012's website - www.london2012.com/advertisingandtrading -
explains where the rules on advertising and outdoor trading near venues will be implemented (with a postcode checker), how they will be enforced and when they will apply. It spells out the application process and criteria for authorisation, includes a detailed guide and shows examples of practices that do not require authorisation, or that can only be carried out if authorisation has been obtained.

The Advertising and Trading Regulations cover all trading in open public places within `Event Zones' during the periods in question - including roads and any land that the public has access to, and all forms of advertising. However, a number of exceptions mean that certain forms of trading and advertising do not require authorisation.

Examples of activities where no authorisation is required are deliveries of food and newspapers, advertising on buses and taxis carrying passengers through an Event Zone, advertising inside a building, and most existing shop signage.

Authorisation has to be obtained for open air trading activities including selling from temporary buildings like marquees, busking and collecting for charity. It will also have to be obtained for advertising on billboards and poster sites, for example, but authorisation will be reserved primarily for sponsors of the Games.

Advertising that is not expected to be permitted includes advertising by non-sponsors which aim to engage in `ambush marketing', such as temporary advertising, distributing direct advertising literature, and arranging for advertising giveaways in an Event Zone.

The public application process for advertising is open until the end of February 2012, and applications can be made to the London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) by email or post.

Applications for permission to trade outdoors need to be made to the Olympic Delivery Authority (ODA) by the same date and will shortly be able to be made online. There is a right to ask for a review of the two organisations' decisions by the ODA, which is a public body.
The ODA is responsible for enforcement of the Regulations around Earls Court and along the route of the road cycle race.
ODA Chief Executive, Dennis Hone, said: "Our aim is to make sure that spectators can get to watch the sport they have paid for - without delay and without risk. That means limiting, for just a few weeks next summer, advertising and trading in public places on roads and pavements in the busiest areas close to Earls Court and along the cycle road race course. These are sensible regulations designed to make life easier for the public, the police, the transport system and ultimately for legitimate traders too."