Latest News

Back to Latest News back

 

Australian Olympic Committee loses Telstra ‘ambush marketing’ case in Federal Court

Australian Olympic Committee loses Telstra ‘ambush marketing’ case in Federal Court
August 1, 2016

The Australian Olympic Committee (AOC) has lost its Federal Court case against Telstra over its 'I go to Rio' Olympic marketing campaign.

The AOC took Telstra, a former sponsor, to the Federal Court over allegations that its advertisements suggested the telecommunications company is a team sponsor.

However, as of Friday (29th July), the Federal Court decided that the campaign was not in breach of Australian consumer law.

Telstra's campaign promoted its 'Olympics on 7' app via a series of TV commercials featuring a revamped version of the Peter Allen hit describing themselves as the 'Official Technology Partner' of Olympic broadcaster the Seven Network.

Howeever. Justice Michael Wigley dismissed the AOC’s application and directed it to pay Telstra’s legal costs.

The AOC claimed that Telstra's campaign was an “ambush” designed to be a “back-door” effort to associate itself with the Rio Olympics without having to pay for the privilege.

But in his judgment, Justice Wigley said the 'I go to Rio' campaign is “nothing more than Telstra advertising or promoting its relationship and arrangements with Seven” and “could not fairly be regarded as misleading or deceptive”.

Justice Wigley did highlight that the case was complicated because Telstra was in a 'sponsorship-like arrangement' with the Seven Network, the official Australian broadcaster of the Olympics.

However, he suggested that any reasonable viewer would not be inclined to believe the telco was a direct sponsor of the event.

The marketing campaign is made up of three 30-second ads featuring ordinary Australians being inspired to do Olympic sports by watching the 'Olympics on 7' app.

Seven said it welcomed the Federal Court’s decision.

The AOC's legal costs are not known.

Image shows the Rio 2016 Olympic Village.

16th July 2016 - AUSTRALIAN OLYMPIC COMMITTEE SLAMS TELSTRA OVER ‘MISLEADING ADVERTISEMENTS’

3rd July 2016 - KUWAIT SUES IOC FOR $1 BILLION OVER OLYMPIC BAN

5th February 2016 - OPTUS SIGNS USAIN BOLT AS OLYMPICS AMBASSADOR

27th April 2012 - TELSTRA, NRL AND AFL WIN MOBILE RIGHTS APPEAL


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

The P.A. People

The P.A. People is a specialist integrator and contractor in sound reinforcement, audio visual systems, performance lighting and production communications. Over its almost 50 year history the company…

read more

Entertainment / Events / Sport / Technology / Venues

 
 
 
 

@leisure Planners

@leisure is a team of experienced leisure, aquatic and sports facility managers and planners, with market modelling, sports management, recreation planning, business and GIS qualifications. We have…

read more

Consultants

 
 

TicketSearch Pty Ltd

TicketSearch is focused on providing businesses, organisations, and venues with affordable, efficient, and powerful self-managed ticketing solutions. The organisation has offices in Australia, New…

read more

Attractions / Entertainment / Technology / Ticketing / Venues

 
 

WATERPLAY Solutions Corp

Whether your goal is increasing your centre's revenues or creating an engaging environment, why not add play to your project? If you're looking for stylish aquatic play features, kid-tested…

read more

Aquatics / Attractions / Play / Recreation / Waterparks

 
 

ICP

ICP is an Australian-based company focused on indoor climbing. ICP will manage your project from initial design to completion and beyond, whether you're building an international-level climbing…

read more

Attractions / Fitness / Recreation

 
 

METRA Australia

With industry leading solutions in design and durability you can improve your facilities with our access control operations, payment systems and flexible personal locker storage solutions. Your…

read more

Aquatics / Attractions / Fitness / Recreation / Security

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business