With the Summer Games officially starting, people across the nation and around the globe are tuning in to watch athletes compete in a wide range of events, from gymnastics to synchronized swimming. However, for marketers, using the likenesses, symbols, and trademarks associated with these events and athletes can raise significant compliance issues. To help government agencies and the public sector navigate these challenges, we’ve put together a quick guide to ensure your marketing efforts remain compliant and effective.
Q: Can we mention the Summer Games in our marketing materials?
No. Brands that are not official sponsors of the games should avoid using trademarked terms like “Olympics,” “Olympic Games,” “Olympiad,” “Team USA,” or “Paralympics.” Non-Olympic partners will also need to avoid trademarked phrases like “go for the gold,” and “let the games begin.”
Q: Are we allowed to use the rings, flame, or torch in our social media posts?
No. Using the rings, flame, torch, or any other official symbols without permission is prohibited.
Q: Can we use general references to sports and athleticism in our content?
Yes. Talk about sports, competition, athleticism, and related topics in a general sense, but without mentioning the Games specifically. It’s okay to use phrases like: “summer sports,” “the Summer Games,” or “international athletic competitions.”
Q: Can we create content related to sports or fitness?
Yes, you can create content that celebrates sports, fitness, and teamwork, including sports practiced in the Summer Games.
Q: Are there specific phrases we should avoid in our marketing?
Avoid phrases like “Going for Gold,” “Road to the Olympics,” and any variation that suggests an association. Do not use “Gold,” “Silver,” “Bronze,” “Medal,” or “Games” in a way that implies a specific connection.
Q: Is it okay to use hashtags related to the Games?
No, do not use hashtags like #Olympics, #Tokyo2020, #Paris2024, or any variation that suggests a direct connection.
Q: Can we imply that our brand is endorsed by or affiliated with the Summer Games?
No. Do not imply any endorsement or affiliation if your brand is not an official sponsor.
Q: Are we allowed to feature these athletes in our marketing campaigns?
No. It’s important to avoid using the name, image, or likenesses of these athletes without their permission during the blackout period unless your brand has an official partnership in place.
Q: What is the blackout period?
The so-called “blackout period” refers to a specific time frame during which certain marketing and promotional activities are restricted or prohibited. In this context, the blackout period is the duration around the Games when non-sponsor brands are restricted from using Olympic-related terms, symbols, and athlete endorsements in marketing efforts. The blackout period for this year is from July 18, 2024 to August 13, 2024.
Q: Can we run promotions or contests that reference the Games?
No. Avoid running promotions or contests that directly reference the Games or suggest an association.
Q: Can we mention other sports events happening around the same time?
Yes, you can mention other sports events and promote content related to sports or fitness that isn’t directly tied to the Summer Games.
Q: What types of user-generated content can we encourage and share?
Suggest and share user-generated content that celebrates sports or fitness without referencing the Olympics.
Q: Can we automate our social media posts about general sports content during this time?
Yes, you can schedule and automate posts about general sports and fitness content, as long as they do not reference the Games or imply any official association.
Q: What should we do to ensure compliance with marketing rules?
Be creative and focus on themes like teamwork, perseverance, and the spirit of competition. Consult with a legal professional to ensure your campaigns comply with the guidelines set forth by the International Olympic Committee and the United States Olympic & Paralympic Committee.
Need a Hand?
Of course, it’s always a good idea for organizations–especially government agencies active on social media–to run campaigns and content through legal and compliance. Social Assurance for Government makes that especially easy with a comprehensive marketing platform that streamlines and centralizes content and compliance workflows. Get in touch to learn more.
