BBPA queries Olympic poster regulations

The British Beer & Pub Association (BBPA) is seeking to clarify restrictions placed on a poster that pubs can use to advertise that they will be showing the Olympic Games.

The London Organising Committee of the Olympic and Paralympic Games (LOCOG) released a poster, available to download from london2012.com, which has allowed bars and pubs to legally advertise their Olympics broadcasts.

The london2012 website states that establishments primarily serving food and franchise businesses cannot display the poster.

In most cases its use should ensure that businesses can stick to the brand guidelines on how they associate themselves with the Olympics.

There are, however, a number of regulations around the use of the poster, which the BBPA is seeking to clarify.

BBPA chief executive, Brigid Simmonds said, “It is good to have an official “watch the games here” poster to enable pubs to advertise that they are showing the Games and encourage customers to watch.

“We will however explore further the guidance around its use, as I hope the rules will not restrict some pub chains from having a poster.

“While we all support and understand the rights of brands who have paid millions of pounds to sponsor the Olympic and Paralympics, it would be great for a pub to be able to say simply on its chalkboard “We are showing the Olympic Games here”.

“Watching sport in a pub is now part of our DNA. The Olympics and Paralympics offer pubs a real focus for the summer.

“If estimates of a £750 million retail spend come to fruition, pubs need the ability to market their premises to visitors and the local community who can drink a pint and watch and support their team.”