Ambush, pirate marketing - 26 Oct 2009

The 2010 FIFA World Cup in South Africa will see many brand and product owners trying to push their consumables by associating their goods with the epic event. FIFA has already barred about 20 entrepreneurs, mainly from the Gauteng region of the country, from using 2010 as a name or part of the name for any advertisement or campaign to promote their businesses. FIFA is extremely strict when enforcing its trademark policies to reduce ambush marketing, and so it should be. Those who think they can exploit the event to make a quick buck - especially from incoming tourists - need to be stopped dead in their tracks. Trademarks and copyright are there for a reason and it is extremely important in today's society to ensure creators and owners rights are respected and creative ingenuity is always valued.

Recently, Congo-Brazzaville President Denis Sassou-Nguesso's autobiography was marketed using a quotation by Nelson Mandela. An excerpt of a speech given by the former president a while back was used as the foreword in the book and insinuated that the book was endorsed by Mandela. Using the icon's name to push sales was crafty, yet very wrong. Michel Lafon and Africa World Press, publisher of the book, have issued an apology addressed to Madiba, but is this enough? Certainly not. This book has probably already hit shelves and legal action would take too long to implement in order for the books to be withdrawn. The issue has also now created a media buzz around the book. Perhaps, the Nelson Mandela Foundation should be handed a portion of the royalties on all books sold. Either way, no bad deed should go unpunished.