Ambush Marketing - New Zealand is in Search of Events to Host

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Show simple item record Morgan, Owen en 2012-03-08T02:42:01Z en 2008 en
dc.identifier.citation European Intellectual Property Review 30(11):454-462 2008 en
dc.identifier.issn 0142-0461 en
dc.identifier.uri en
dc.description.abstract Ambush marketing is a marketing strategy that intersects with the law of unfair competition and one that provokes debate and competing arguments. The arguments of event organisers and sponsors have proved to be influential and, in response to pressure from those parties, legislatures in a number of jurisdictions including Australia, South Africa, the United Kingdom and, most recently, New Zealand have enacted legislation directed at controlling ambush marketing. This paper discusses ambush marketing by reference to the Major Events Management Act 2007 ('the MEMA'), a statute which has recently been enacted in New Zealand. The MEMA is sui generis legislation that focuses on unfair competition in relation to major events. Its control extends beyond ambush marketing to other activities commonly associated with sports events such as ticket scalping and invading the playing pitch, however, those provisions are not discussed in this paper. The purpose of this paper is to contextualise the MEMA within the ambush marketing environment. It is divided into three sections. The first answers the question, what is ambush marketing? In the second section, it discusses a number of important points made by Jerry Welsh (the man who coined the term 'ambush marketing') and goes on to review consumer attitudes towards ambush marketing. The final section describes the major legal means available to event organisers and their associates to combat ambush marketing. It introduces the existing means of legal protection against ambush marketing and describes the major features of the MEMA. The paper concludes that, by implementing legislation that puts the financial investment of overseas organisers and corporate sponsors first in the hope that they will bring their events to New Zealand, the country has sold its soul in order to attract major events. It is a clear example of legislation that is based on the maxim that the end justifies the means. en
dc.relation.ispartofseries European Intellectual Property Review en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. Details obtained from en
dc.rights.uri en
dc.title Ambush Marketing - New Zealand is in Search of Events to Host en
dc.type Journal Article en
pubs.issue 11 en
pubs.begin-page 454 en
pubs.volume 30 en
dc.rights.holder Copyright: Sweet & Maxwell/esc Publishing en en
pubs.end-page 462 en
dc.rights.accessrights en
pubs.subtype Article en
pubs.elements-id 78914 en
pubs.record-created-at-source-date 2010-09-01 en

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