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