Media

There is just one month until the much anticipated World Cup kicks off and we’ve come across some uncertainty regarding the FIFA 2010 advertising regulations and how they will affect the less obvious media types like ours: below-the-line OOH media, activations and promotions. You’ll be pleased to hear the impact will be minimal.

The most blanketing rule of there being no unregulated advertising allowed in the Commercial Restriction / Exclusion Zones (CRZ), does apply to activations. These by-laws for the World Cup will be enforced by the Rights Protection Programme (RPP) police and we strongly advise that marketers abide by this.
Activations such as traffic intersection (leaflet) distributions will not be allowed in these areas and targeting of traffic on the day of the matches will be prohibited. However, distributions on non-match days is completely permissible, as long as you aren’t obviously targeting soccer tourists.

So essentially is a “business as usual” policy and generic soccer branding is allowed.

In the restriction zones:

• No banners allowed
• No advertising
  • No leaflet distributions
  • No branded vehicles
  • No terrace or outdoor branded in the restricted zone
  • No promotion banners at restaurants

In-store promotions, sampling and mall promotions will run as per usual during the world cup. Campus and Schools Activations and Road Shows will not be applicable as the schools and universities will be closed from the 11th of June until the 11th of July.  Regulations effecting Rank Activations will apply in areas within the CRZ’d as per the above and activations may not be targeted at any clear soccer group, like a team and their fans.

Other than that, it’s all fair game. Happy 2010!