FIFA’s Advertising By-laws:

FIFA set out by-laws to prevent ambush marketing. These fall under Chapter 2 of the by-laws for the Principal Provisions for Advertising (FIFA By-Laws 2010). It contains prohibitions that restrict companies from ambush marketing and protects its official sponsors. These By-laws are restricting, some examples are:

“No Person shall, except with the prior Approval of the Municipality granted specifically with regard to the Competition, conduct any Advertising activity on any Public Advertising Media during the Term in the following areas, including on private property falling therein: at any Controlled Access Site, or within a one kilometre radius of a Stadium or as demarcated by the Municipality; within a 100 (one hundred) meter radius of a FIFA Fan Park or as demarcated by the Municipality;  at any place visible from the principal public road(s), as designated by the Municipality by means of appropriate signage, leading to the venue of a Stadium and  within two kilometers from the perimeter of a Stadium, as the case may be or as demarcated by the Municipality; and at any other area designated and/or gazetted by the Municipality. No Person shall, except with the prior Approval of the Municipality granted specifically with regard to the Competition, and to the extent applicable and within the Municipality’s jurisdiction, conduct any Advertising activity on any Public Advertising Media during the Term, in the following areas –immediately outside or surrounding airports; in or immediately outside or surrounding main train stations;  within a kilometre radius of the central business district of the area of jurisdiction of the Municipality or as demarcated by the Municipality; and to the extent the Municipality has jurisdiction, on the principal routes from the airport and main train stations to the central business district of the area of jurisdiction of the Municipality and to the Stadium. No Person shall, during the Term erect, maintain, distribute or display a Sign or a Billboard at a Controlled Access Site or within an Exclusion Zone, without the prior written Approval of the Municipality granted specifically with regard to the Competition.” 3FIFA also holds the rights to free billboard advertising on all public billboards within five kilometres of the stadiums in host cities across South Africa, for at least six months prior to the World Cup. FIFA also put into place pre-game preparations; they put an extensive trademark registration program into place covering trademarks such as ‘South Africa 2010TM, World Cup 2010TM, Durban 2010, 2010, soccer signs and symbols.4

*Buzz Marketing and Word-Of-Mouth Marketing are marketing terms used to describe a marketing technique where the consumers actually do your marketing for you, where they talk and discuss your brand due to the impact or publicity it made. This form of advertising is cost free to a company and has a much higher impact rate as consumer/people trust people over brands. Thus if Joe Soap hears a product is good or trendy from his friend, college, neighbour etc he is more likely to trust their opinion than if it is communicated across via an advert.

Advertisement

About innovationdeviation
Vega Honours student striving to make a difference in my field. Passionate about marketing and branding. Driven by my personal life goals

2 Responses to FIFA’s Advertising By-laws:

  1. Soo says:

    No wonder there were no adverts around the stadium.

  2. Charlton says:

    I have mixed feelings about this law. the part i think is right is the protection the law gives companies who have paid millions of dollars to secure the right to be an official sponsor. the immediate grounds of a stadium and its peripheal to an extent should belong to those brands for a given amount of time.

    The part of the law i believe is unfair is the act in which current businesses have to close their businesses for an extended period of time. This causes detriment to a business who is placed within the area as to benefit from its closeness to the stadium. i believe this benefit has been paid for by the business owner and should stand regardless of the world cup.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: