When the Olympics is all about protecting the brands, is it time to end it all?

According to The Independent, Britain is about to be flooded with brand police to protect the owners of the Olympics;

Under legislation specially introduced for the London Games, they have the right to enter shops and offices and bring court action with fines of up to £20,000.

Olympics organisers have warned businesses that during London 2012 their advertising should not include a list of banned words, including “gold”, “silver” and “bronze”, “summer”, “sponsors” and “London”.

For the FIFA World Cup in South Africa in 2010, a South African Law Blog wrote:

the Municipality of each host city has in effect become the enforcement arm of a private company

Once the Great in Britain was supposed to refer to its dominance of the entire world. Perhaps this  brand police malarkey and the legislation at national government level to assist it, is the natural progression from Great to Cool to Little.

If, like FIFA’s compromised tournament, this competition has become solely about how much money you can make from companies who then insist you legislate to protect their rights for the duration, what’s the point of the Olympics anymore, actually?


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