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Olympic Committee warns consumers about trademark infringements

January 22, 2014 - 1:03 PM

TORONTO - The Canadian Olympic Committee is cautioning consumers about a marketing campaign it says infringes on Olympic trademarks.

The organization says a line of North Face products that uses Olympic-themed advertising without actually being a sponsor is misleading Canadians who may think they are supporting the country's Olympic program with their purchase.

North Face, an outdoor and sports clothing retailer, said in an email Wednesday that the company has long supported Canadian freeskiing athletes, but it is not an official sponsor of the Canadian Olympic Committee or Team Canada and has never indicated it was.

The Committee watches for instances of what it describes as ambush marketing, an advertising technique in which companies try to cash in on events like the Olympics without actually paying to be officially affiliated.

A study by the University of Ottawa shows that 40 per cent of people in developed countries will support organizations that they believe are backing their Olympic team.

News from © The Canadian Press, 2014
The Canadian Press

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