Beijing Winter Olympics to fuel marketing “zero tolerance”

2022-04-27 0 By

Sports big business 2791, welcome the attention of the leading sports industry information platform article | Marilyn red sports big business reporter recently, Beijing spirit erguotou for production with the 2022 Beijing games are commemorative wine products, by Beijing municipal administration of market supervision and a fine of more than 61000 yuan;Chengdu Dragon Forrest was fined 150,000 yuan by the Wuhou District Market Supervision Administration for using the Olympic logo in a commercial promotion.Super 8 hotel has been fined 20,000 yuan by Beijing’s Chaoyang District Market Supervision Administration for using signs such as “Olympic Games” and “Olympic Games” on its wechat official account.In the northern traditional festival, Beijing Winter Olympics entered the last 10 days of the countdown, the topic of heat is rising.But this hot spot is not free to free, illegal “refueling” winter Olympics businesses may face a huge fine.Recently, the state intellectual property office of the relevant departments, in Beijing in 2021 to carry out the protection of intellectual property rights in the special operation, through the scrutiny of celebrations marking the 100th anniversary of founding of the illegal use, universal studios, Beijing 2022 Olympic and paralympic winter trademark infringement and counterfeit patent behavior, seized more than 30000 suspected counterfeit registered trademark commodities,The amount involved is nearly 100 million yuan.On January 25, more than 100 athletes and coaches from the Chinese sports delegation for the Beijing Winter Olympic Games came to tian ‘anmen Square to watch the flag-raising ceremony and take the oath to fight for the Olympic Games.Wu Dajing led the oath at the ceremony. After the oath, the athletes will enter the closed-loop management one after another, and make the final sprint to prepare for the Beijing Winter Olympics.According to sports Big Business, the total revenue of market development of Beijing Winter Olympic Games has reached a record high. Since the official launch of market development in February 2017, 45 sponsors have signed contracts, including 11 official partners, 11 official sponsors, 10 official exclusive suppliers and 13 official suppliers.In addition, by the end of 2021, the Beijing Winter Olympic Games has developed more than 5,000 licensed products in 16 categories.There are souvenir badges, stamp products, handicrafts, precious metals and other collections, as well as practical clothing, stationery, umbrella, bags, outdoor supplies, etc., which can fully meet the needs of different groups of people.Bocog has opened 184 licensed retail stores nationwide, with outlets on more than 280 pairs of high-speed trains covering 31 provinces and autonomous regions, and opened an official Olympic flagship store on Tmall.However, as the Winter Olympics are getting closer and closer, some businesses are taking advantage of the Olympic hot spots.According to the website of the Beijing Municipal Administration for Market Supervision, Beijing Erguotou Wine Co produced a batch of 967 bottles labeled “2022 Beijing Winter Olympics” on Dec. 12, 2021. Each bottle contains six bottles of 1.5-liter wine.The products were sold to a customer surnamed Zhao on December 12, 2021, with a total sales amount of 61,597.9 yuan.Erguotou was fined 61,000 yuan by the Beijing Municipal Market Supervision Administration for violating the Regulations on the Protection of Olympic Symbols.The company was fined 150,000 yuan by the Wuhou District Market Supervision Administration in Chengdu for using the Olympic logo in a commercial promotion without permission from the owner of the Olympic logo.It is understood that dragon 燚 hotpot in its official weibo issued “e mail I am dragon, I cheer for China’s Olympic athletes up”, “dragon 燚 hotpot takeaways and cheer for China’s Olympic athletes” include the word “Olympic”, “Olympic Games”, such as weibo, these behaviors have also violated the Olympic symbol protection ordinance.Beijing’s Super 8 hotel once published a headline titled “Tokyo Olympics, ‘Hardest to guess’?””, including “Super 8 hotel, refueling for China Olympic Games” and other content;In “gifts and pored over | Olympic contest, win a big prize”, contains “sword” refers to a Tokyo war Olympics “prize contest Olympic COINS”, etc, are provided at the end of the article number of the hotel video link.According to the Beijing Chaoyang District Market Supervision Administration, the above illegal acts fall under Item 3 of Article 5 of the Regulations on the Protection of The Olympic Symbols and Item 2 of Article 4 of the Regulations on the Protection of the Olympic Symbols (2018).According to paragraph 1 of Article 12 of the Regulations on the Protection of Olympic Symbols, Beijing Chaoyang District Market Supervision Administration ordered the parties concerned to correct the above illegal acts and decided to impose a fine of 20,000 yuan.Judging from the recent cases of infringement of copyright during the Winter Olympics, the Internet is becoming the hardest hit area for infringement of copyright during the Games with the increasing development of the Internet.As a result, online marketing during the Beijing Winter Olympics will face stricter supervision than in previous games.As early as August 2021, the Legal Affairs Department of the Beijing Olympic Winter Games Organizing Committee (BOCOG) produced eight volumes of Guidelines on the Protection of Rights and Interests of the Beijing 2022 Olympic Winter Games and Paralympic Winter Games for different audiences, focusing on warnings and penalties for various infringement acts.Punishment for infringement: Unauthorized use of the Olympic or Paralympic symbols for commercial purposes without the permission of the owner of the Olympic or Paralympic symbols, or use of similar symbols that are misleading, is an act of infringement of the exclusive rights of the Olympic or Paralympic symbols, which will be investigated and punished by the market supervision and regulation department according to law;If a crime is constituted, the person responsible will also bear criminal responsibility according to law.Punishment for implicit marketing behavior: without the permission of the right owner of the Olympic mark or paralympic mark, the use of elements related to the Olympic Movement to carry out activities is enough to cause people to think that there is a sponsorship or other support relationship with the right owner of the Olympic mark, which may constitute unfair competition behavior.Acts of unfair competition shall be dealt with in accordance with the Anti-Unfair Competition Law of the People’s Republic of China.Among them, “hitchhiking” type of hidden marketing is a high frequency of events in the past Olympics, but in the upcoming Winter Olympics, such hidden marketing will be nowhere to hide, since last December,The Market Development Department of boCOG has signed the “Beijing 2022 Winter Olympic Games and Winter Paralympic Games Brand Protection Cooperation Memorandum” with kuaishou, Bytedance, Alibaba, Weibo, Tencent and other major Internet media platforms and e-commerce platforms to jointly crack down on Olympic-related infringement.Previous related reports: six departments crack down on copyright infringement of winter Olympics!Will monitor the entire network platform + 4660 block chain of evidence) at the same time, in the next Olympics, winter paralympic games held within 2 months, with market supervision administration of the state intellectual property office will strengthen the supervision inspection, the infringement of intellectual property rights “zero tolerance” of the Olympic logo, the formation of continuous high pressure situation of the shock, let “refueling” marketing site.Note: The pictures used in this article are from the Internet