Athletes' ads to be banned

By Chen Qian  |   2008-7-3  |     NEWSPAPER EDITION

ADVERTISEMENTS featuring Olympic athletes promoting the products of non-Olympic sponsors will not be allowed to appear in Chinese media from August 1 to 27, according to the China Advertising Association, the Beijing Evening News reported yesterday.

The publishing ban will target advertisements of non-Olympic sponsors if athletes, coaches, or officials involved in the Beijing Games appear in their commercials, the association's notice said. Such ads are regarded as "invisible" copyright infringements.

The report said there were many brands asking Olympic athletes to take part in their advertising. Nike has invited diver Hu Jia, and Amway and Cadillac have asked Liu Xiang, who won 110m hurdles at the 2004 Athens Olympics, to be their ambassadors. Other athletes, including diver Guo Jingjing, walkers Li Gaobo and Song Hongjuan and fencers Tan Xue, Wang Lei and Zhang Liangliang, appear in commercials advertising products of non-Olympic games sponsors, the report said.

As well as individual athletes, some teams, including the national sailing team, the women's tennis team, and the national table tennis team also appear in commercials.

Amway reportedly said yesterday it would withdraw all such advertisements in response to the notice.

As the crackdown on "invisible" copyright infringements started early this year, many companies have been prepared and will not be greatly affected, the report said.

The association pointed out that phrases such as "2008" "Beijing" and "torch" appearing in advertisements could also constitute "invisible" infringements.