Rugby World Cup Ad Restrictions
The IRB Control Would Raise Free Speech Issues in North America
New Zealand has put the International Rugby Board rigid controls into law to prevent "ambush marketing" against official sponsors of the 2011 games.
The power of the International Rugby Board (IRB) to control advertising around the Rugby World Cup is so absolute that it would probably generate free speech issues if and when the competition is ever conducted in North America. The board's success may also inspire other major events to seek similar restrictions.
New Zealand, which will host the next cup competition in 2011, has already passed advertising laws to enforce the IRB’s stringent restrictions against "ambush marketing." That’s what advertising is called when non-sponsors try to capitalize on a sponsored event.
Major Events Management Act Will Allow Officials to Seize Advertising
According to the Feb. 17, 2008, issue of New Zealand’s Sunday Star Times, the Major Events Management Act 2007 will allow enforcement officials to enter private property and to "seize (rival) advertising material or force groups of people to remove clothing carrying it."
The New Zealand law, passed in August 2007, may apply to other upcoming functions designated as "major events," but it was passed to meet the IRB rules for protecting the World Cup’s official sponsors.
The paper said the law provides for criminal convictions, fines up to $150,000 and prohibits such activities as:
- Media giving away tickets in a manner considered "associating" with the major event;
- Selling or giving food from homes in areas designated as clean zones.
- Putting up a billboard or parking a car which advertises a rival of the official cup sponsor. That restriction applies even if the advertising is visible from the "clean zone."
Economic Development Minister Can Declare 'Clean Zone'
The "clean zone" is designated by the economic development minister as one that must be kept "free of unofficial advertising." It can include roads and footpaths in the area of a major event.
The new law allows government officers to obtain warrants and to use reasonable force to search private property and "seize or cover up offending advertising."
According to the Sunday Star Times, groups caught wearing clothes advertising a rival company will be able to either remove the clothes or leave the clean zone.
Individuals sporting rival clothing will not be prosecuted unless it is found that they are wearing it to attract attention or in association with others.
Will Other Major Event Sponsors Seek Similar Laws?
Will the International Rugby Board’s success in obtaining such legislation inspire other major event sponsors to seek similar protection for their sponsors?
The argument is that major events need such protection to attract deep-pocket sponsors. If cities or nations do not guarantee the protection, they are not likely to be awarded the event.
The RugbyWorld Cup competition is conducted every four years. The IRB is headquartered in Dublin, Ireland.
For more on the subject: Marketing Ambushes at Major Events
