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Can I advertise at events if I am not an official sponsor?

This type of advertising is called ambush marketing. It involves a deliberate act of a business trying to associate themselves with a major event without paying for any sponsorship or association rights. For example, if a business pays a large group of people to wear outfits with their branding to a World Cup match, this creates the impression that this business is associated with the event when it is not. Another type of ambush marketing involves sponsoring a team involved in the event but not the event itself. The players then wear the branding but the business has not had to pay any association costs for the event. Businesses that advertise at events without proper permission may be breaching the Australian Consumer Law for misleading and deceptive conduct.

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Bianca Reynolds

Bianca Reynolds

Practice Leader

Bianca is a Practice Leader at LegalVision with expertise in private M&A and Corporate law. She has assisted clients in a large number of business sale and share sale transactions and assists clients with their general corporate needs, such as shareholders agreements, share buy-backs and employee share option plans.

Qualifications: Bachelor of Laws (Hons), Graduate Diploma of Legal Practice, Bachelor of Arts, University of Adelaide.

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About LegalVision

LegalVision is an innovative commercial law firm that provides businesses with affordable, unlimited and ongoing legal assistance through our membership. We operate in Australia, the United Kingdom and New Zealand.

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