The Summer Games are officially kicking off, which means the nation (and the world, for that matter) will be plugged into a truly olympic amount of information about athletes competing in everything from gymnastics to synchronized swimming. But, for marketers, the likeness of these types of trademarked and copyrighted events, symbols, and even individual athletes can open up some compliance concerns. Here’s a quick guide to ensure compliance as you’re marketing around and talking about the Olympics.
Q: Can we mention the Olympics in our marketing materials?
No. Brands that are not official sponsors of the games should avoid using trademarked terms like “Olympics,” “Olympic Games,” “Olympiad,” “Team USA,” or “Paralympics.” Non-Olympic partners will also need to avoid trademarked phrases like “go for the gold,” and “let the games begin.”
Q: Are we allowed to use the Olympic rings, flame, or torch in our social media posts?
No. Using the Olympic rings, flame, torch, or any other official symbols without permission is prohibited.
Q: Can we use general references to sports and athleticism in our content?
Yes. Talk about sports, competition, athleticism, and related topics in a general sense, but without mentioning the Olympics. It’s okay to use phrases like: “summer sports,” “the Summer Games,” or “international athletic competitions.”
Q: Can we create content related to sports or fitness?
Yes, you can create content that celebrates sports, fitness, and teamwork, including sports practiced in the Summer Games.
Q: Are there specific phrases we should avoid in our marketing around the Olympics?
Avoid phrases like “Going for Gold,” “Road to the Olympics,” and any variation that suggests an association with the Olympic Games. Do not use “Gold,” “Silver,” “Bronze,” “Medal,” or “Games” in a way that implies a specific connection.
Q: Is it okay to use hashtags related to the Olympics?
No, do not use hashtags like #Olympics, #Tokyo2020, #Paris2024, or any variation that suggests a direct connection.
Q: Can we imply that our brand is endorsed by or affiliated with the Olympics?
No. Do not imply any endorsement or affiliation if your brand is not an official sponsor.
Q: Are we allowed to feature Olympic athletes in our marketing campaigns?
No. It’s important to avoid using the name, image, or likenesses of these athletes without their permission during the blackout period unless your brand has an official partnership in place.
Q: What is the blackout period?
The so-called “blackout period” refers to a specific time frame during which certain marketing and promotional activities are restricted or prohibited. In the context of the Olympics, the blackout period is the duration around the Olympic Games when non-sponsor brands are restricted from using Olympic-related terms, symbols, and athlete endorsements in marketing efforts. The blackout period for this year is from July 18, 2024 to August 13, 2024.
Q: Can we run promotions or contests that reference the Olympics?
No. Avoid running promotions or contests that directly reference the Olympics or suggest an association.
Q: Can we mention other sports events happening around the same time as the Olympics?
Yes, you can mention other sports events and promote content related to sports or fitness that isn’t directly tied to the Summer Games.
Q: What types of user-generated content can we encourage and share?
Suggest and share user-generated content that celebrates sports or fitness without referencing the Olympics.
Q: Can we automate our social media posts about general sports content during this time?
Yes, you can schedule and automate posts about general sports and fitness content, as long as they do not reference the Games or imply any official association.
Q: What should we do to ensure compliance with marketing rules?
Be creative and focus on themes like teamwork, perseverance, and the spirit of competition. Consult with a legal professional to ensure your campaigns comply with the guidelines set forth by the International Olympic Committee and the United States Olympic & Paralympic Committee.
Need a Hand?
Of course, it’s always a good idea for brands–especially community banks, credit unions, and financial brands–to run marketing campaigns and content through legal and compliance. Social Assurance makes that especially easy with a comprehensive marketing platform that streamlines and centralizes content and compliance workflows.
