London Olympic Games and Paralympic Games (Advertising and Trading) (England) Regulations 2011

Baroness Billingham Excerpts

Tuesday 22nd November 2011 Grand Committee

[Baroness Garden of Frognal]

My Lords, in 2006, Parliament passed the London Olympic Games and Paralympic Games Act, which provided a number of powers, including the power to regulate advertising and trading in the vicinity of Olympic and Paralympic venues. It was recognised by Parliament that tailored provision was needed for the Games to act as a stronger deterrent to ambush marketing and illegal trading, and because existing powers alone are not adequate for a major, time-critical event like the Games. We need these regulations to protect against ambush marketing as well as ensuring that spectators can access venues safely.

With an expected global audience of up to 4 billion, there is no doubt that there will be concerted attempts to ambush the Games, but in drafting these regulations we have recognised that we need to strike a balance between our objectives and ensuring that regular business can carry on to the greatest extent possible. These regulations must go no further than is necessary.

To ensure that we have got the balance right, we have sent the draft regulations to those who will be affected and we have listened carefully and amended the regulations in light of their views. The Department for Culture, Media and Sport launched a wide-scale consultation in March of this year. More than 600 people or agencies were directly contacted about the consultation and a leaflet was delivered to every letterbox within the proposed regulated zones. In addition, officials have spent the last few years meeting representatives of the advertising and trading sectors. In total, 51 written responses to the consultation were received from a range of stakeholders. The small response is, I believe, a reflection of the extensive informal consultation since 2006. Those who replied generally supported the approach, and any suggestions tended to be technical in nature.

In drafting the regulations, consideration has been given to the fact that ambush marketers will look to find new and innovative ways to associate brands with high-profile events. Accordingly, broad definitions of advertising and trading activity have been crafted, with a number of specific exceptions. Many of those exceptions allow for existing business or activities to continue; so, for example, public protest activity is specifically exempt under these regulations. Advertising or trading activity that is not exempt, and so could present a risk to our objectives, may still be undertaken if it is authorised by the ODA, for trading, or LOCOG, for advertising.

Unlike previous host cities, some of which have regulated a kilometre outside of venues, these regulations apply only to event zones comprising, in most cases, the venue and the area a few hundred metres around it. In a few cases, the event zone goes slightly further so that we can protect key places, primarily for when spectators walk from a major transport hub.

Like the event zones, the event periods are tailored to each Games event, “switching on” the day before and lasting only for the period of an event. The longest the regulations will apply to any one place is 35 days in the areas around the Olympic Park, and that period is not in one block, as the regulations switch off for the period between the Olympic and Paralympic Games.

Under the 2006 Act, the regulations may be enforced by the police or by enforcement officers designated by the ODA. With the police’s agreement the ODA will take the lead on enforcement, freeing up the police to focus on safety and security. Police will of course provide back-up as necessary. The ODA is looking to designate enforcement officers from local authorities. They undertake the enforcement of existing laws on street trading and advertising, so the ODA is utilising a knowledgeable and experienced resource. Local authorities will get funding for this resource, which will enable them to backfill their current roles through overtime and cancelled leave. Officers will be trained to take a light-touch approach to most infringements but persistent offenders could face having offending items seized or destroyed. To reassure your Lordships, the ODA’s enforcement strategy has been seen and approved by the Sports Minister, who is keen to ensure that proportionality is the touchstone.

The ODA has recently published detailed guidance on the regulations. This provides simple information about the regulations to ensure that those affected understand what is expected at Games time. Local authorities and advertising and trading bodies are all engaged in the process of reaching those individuals and businesses affected. The IOC requires all bidding cities to commit to take steps to prevent ambush marketing around Games venues. Sydney 2000 was the test case; since then, other host cities have taken similar steps. I believe that the regulations we are debating provide a robust yet proportionate framework for dealing with ambush marketing as well as ensuring safe access to Games venues. I beg to move.

[Baroness Billingham]

My Lords, I thank the Minister for her clear presentation, reminding us of the background to this SI and the justification of the measures contained in it. As ever she is accurate and persuasive, leaving little room for objection from this side of the Committee. While there are one or two matters which I will raise later, in essence this SI is the completion of the London Olympic Games and Paralympic Games Act 2006. As such, it is a key factor in ensuring the smooth and safe running of the Games.

The scope of the SI encompasses the need for the 2012 Games to be a joyful event—a shop window for the UK of which we can be proud. It is also essential to prevent ambush marketing around the various venues and it has to ensure easy access to those venues. I very much hope, in relation to that last point, that both LOCOG and the ODA will take note of the lessons from the catastrophic shambles at the end of the Nadal match at the O2 on Sunday night. The three-set match, which was begun at 8 pm, finished at 11.30 pm. As a result, 2,000 people were left stranded at the North Greenwich tube station, with the last train leaving before midnight. I am told by friends that the dash for that last train had the potential for disaster and one has to ask whether Boris Johnson could not have foreseen the need to supply later trains. If such a predictable shambles can ensue from one match at one venue, the need for forensic planning could not be clearer.

Part 2 of the regulations deals with advertising activity in the event zones. A light touch is crucial, so the clear guidelines ensuring that legitimate businesses can continue their day-to-day advertising and activities are very welcome. The trading activities parts of the regulation are sensible and, indeed, essential. Enforcement of advertising and trading regulations will require a high level of experience and qualification. LOCOG is approaching local authorities to lease experienced officers to work during the Games.

Despite the Minister’s assurances, some concerns remain. Given the economic climate, with local authority budgets being slashed by the Government, is there now a potential problem that there will be a shortfall of the officers required? We also debated long and hard the effect on travel to and from the Olympic sites. We were assured that the adverse effects would be kept to a minimum, but we on this side are still concerned that local companies unable to trade are being made to close down for that two-week period. Surely this would put their viability at risk, and we hope that LOCOG will come up with some more consensual proposals. With these concerns, I again thank the Minister and the Bill team, which gave us an excellent briefing, and pledge full support from this side of the Committee for an SI which will complete the original aspirations of the 2006 Act for a wonderful and successful Olympic Games.