Nearly half of all UK businesses have no understanding of legislation linked to the creation of direct marketing related to the London 2012 Olympics.

The study by the Chartered Institute of Marketing found that 43 per cent of firms are not aware of the London Olympic Games and Paralympic Games Act, which was published around three years ago.

The study revealed that interest in marketing campaigns linked to the Olympics is at its lowest since the legislation was announced.

This is despite the fact that the games could help firms raise their profile and encourage greater participation.

However, marketers planning activities must be fully aware of the Olympic Games Act, otherwise a string of court cases are likely to follow. It includes a range of regulations to prevent unauthorised associations with the event.

As featured on businessstrata.com.

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