France: Ms. Fabienne Fajgenbaum, Mr. Thibault Lachacinski
Hungary: Ms. Katalin Szamosi
I. Introduction 4
II. Background and Issues 5
a. Sponsoring 5
b. TV Broadcast and Sport Organisations 5
c. Ambush Marketing Related Issues 7
III. Categorisation of Ambush Marketing practices 9
A. Parasitism to the Event 9
b. Disparaging a Competitor 11
c. Conflicts between Sponsors 12
d. Competing Events 12
IV. Countries with Specific Anti-Ambush Marketing Protection 13
A. Short Overview of Protection Types 13
b. Surveyed Countries 15
a) Countries with specific anti-ambush marketing protection 15
a.Protection in the United Kingdom 15
b.Protection in Hungary 17
c.Protection in Italy 18
b) Countries with Legislation Designed to Promote the Organisation of Sport Events 18
a.France 18
b.Brazil 19
V. Countries Without Specific Protection 20
A. Trademark Law 20
1. Restricted Registration 20
b) Article 6ter of the Paris Convention 21
c) All-Round Registrations 21
d) Distinctiveness 22
e) Likelihood of Confusion 24
6. Other Trademark Protection 25
b. Copyright 26
c. Unfair Competition 26
1. International Framework 26
b) EU Framework 26
c) National Framework 29
a.General Principles of Unfair Competition 29
Countries Restricting Protection to Competitors 29
Countries without Competitive Relationship Requirement 30
b.Specific Provisions 31
Parasitism 31
Misleading Practices 33
Disparaging Advertising 34
Enforcement 34
d. Advertisement Regulations and Consumer Protection 35
1. EU Framework 35
b) National Legislation 36
e. Other principles 37
1. Protection of Exclusive Relationships 37
b) Protection of Property/Possession 37
f. Broadcasting regulations 38
g. Soft Law 39
VI. Limits to the Exclusive Rights of Organisers and Official Sponsors 40
A. Fundamental Freedoms? 41
1. Anti-Ambush Marketing Statutes 41
b) Fundamental Freedoms 42
c) Economic Freedom 43
b. Antitrust Limits? 43
1. Generalities 43
2. Competition Between Sponsors 45
3. Fights Between Federations and their Constituency (clubs, teams or athletes) 46
4. Can Other Sponsors Complain? 47
VII. Examples and assessments by the national reporters 48
A. Examples 48
b. Assessments of the current level of protection 52
VIII. Synthesis 53
IX. proposed conclusions 57