The most carefully policed Brand Exclusion Zone will be around the Olympic Park, and extend up to 1km beyond its perimeter, for up to 35 days. Within this area, officially called an Advertising and Street Trade Restrictions venue restriction zone, no advertising for brands designated as competing with those of the official Olympic sponsors will be allowed. (Originally, as detailed here, only official sponsors were allowed to advertise, but leftover sites are now available). This will be supported by preventing spectators from wearing clothing prominently displaying competing brands, or from entering the exclusion zone with unofficial snack and beverage choices. Within the Zone, the world's biggest McDonald's will be the only branded food outlet, and Visa will be the only payment card accepted.The restrictions on what people entering, leaving or having the fortune to reside in the Olympic zone wear or carry on their person are supposedly to prevent rival brands from playing “ambush marketing” stunts, such as sponsoring covert flash mobs of people dressed in their logo colours. It is not clear whether a bunch of people wearing Chicken Cottage T-shirts would impair McDonalds' image, though it seems that Olympic sponsors insult easily, and when offered the full might of the state and extraordinary police powers to do so, are willing to jump at the offer.
And it's not just London. All the venues for the 2012 Olympics will be on brand lockdown. In Coventry, even the roadsigns will be changed so that there is no reference to the Ricoh Arena, which is hosting matches in the football tournament. Even logos on hand dryers in the toilets are being covered up. The Sports Direct Arena in Newcastle will have to revert back to St. James Park for the duration of the Olympics.It would be amusing if it didn't trample on the rights of free expression and free association. In a free society, one might argue that there are certain extreme contingencies when the usual freedoms need to be temporarily suspended for the common good. That it may be justifiable to do so to soothe the tender egos of a multinational corporations' marketing departments at a sporting event is a considerably more dubious proposition.
Meanwhile, the (London) Metropolitan Police, who were escorting the Olympic torch rally through Cornwall, seized a Cornish flag carried by a torch-bearer, on the grounds that it was a “political statement”.
And as ominous as the Olympic mascots are (they're essentially anthropomorphised surveillance cameras, executed in a hip-hop aerosol-art fashion, sublimating the appropriation of the superficial aspects of underground/“street” culture into an architecture of surveillance and control and subtly, or not so subtly, alluding to London's heritage as a world leader in CCTV coverage), some pieces of official merchandise are more ominous than others; take the mascot in a policeman's costume. It's not clear whether the Orwellian connotations are unintended or whether they're a deliberate acknowledgement of London's status as a model panopticon. After all, there will be a lot of foreign dignitaries at the Olympics, some from countries with, shall we say, more fraught internal situations than others, and if the Olympics go smoothly, with no evident dissent and no obvious sign of dissent being heavy-handedly crushed, this could result in a lot of sales by British security technology vendors.
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