Ambush commercials

Document Type : Original Article

Authors

1 Associate Professor, Intellectual Property Law Department, University of Qom

2 Master's student at the Faculty of Law, University of Qom

10.22091/diplic.2024.10133.1007

Abstract

Towards the end of the 20th century, marketing experts made a significant discovery
that successful marketing is not merely the outcome of routine activities carried out by
marketing personnel. Instead, it is a complex phenomenon that involves a combination
of mindsets, actions, competition, and the market planning process. Subsequently, a
new form of advertising known as ambush advertising emerged. Ambush advertising
refers to the practice of non-sponsors engaging in promotional activities that directly
compete with conventional fundraisers, sponsors, and other rights holders. Despite the
prevalence of ambush advertising, many countries have not yet enacted specific
legislation to address such practices. Additionally, ambush advertising is utilized as a
business strategy in certain countries to target competitors. In countries like Brazil,
Russia, and England, where the organizers of major events and gatherings, such as the
Olympic and FIFA committees, have made extensive efforts to establish exclusive
laws granting them special rights to host these events, specific legislation has been
enacted to combat ambush advertising.

Keywords

Main Subjects

References

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Insights of Intellectual Property Law in Islamic Countries
Volume 1, Issue 1 - Serial Number 1
February 2025
Pages 1-23

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