Combatting Ambush Marketing under EU Competition Law

As major international sporting events attract growing commercial interest, the legal implications of ambush marketing have become increasingly significant under EU competition and consumer law. Ambush marketing refers to any attempt by a brand to associate itself with a major event, such as the Olympic or Paralympic Games, without official authorisation. While often subtle or indirect, this practice may disrupt fair competition, mislead consumers, and undermine the value of official sponsorships.

Ambush marketing is not new, but it is evolving. It may take the form of a suggestive campaign implying a connection with an event, the unauthorised use of protected imagery or slogans, or influencer content that capitalises on the excitement surrounding a global competition. While such strategies may appear opportunistic or clever from a commercial standpoint, they often involve significant legal risks.

Although ambush marketing is not defined per se under EU law, it is addressed through a combination of existing legal instruments designed to protect fair competition and consumer interests. In particular, the Unfair Commercial Practices Directive (2005/29/EC) prohibits deceptive or misleading conduct that is likely to distort consumers’ economic behaviour. In parallel, the Misleading and Comparative Advertising Directive (2006/114/EC) regulates business-to-business advertising, prohibiting misleading advertising and laying down conditions for lawful comparative advertising. Ambush marketing strategies that create a false impression of association with an event, without having acquired official sponsorship rights, can therefore constitute violations of both consumer protection and competition standards under EU law.

Moreover, intellectual property law offers a robust framework to combat unauthorised commercial associations. Event organisers typically register trademarks for official names, logos, mascots, slogans, and other distinctive signs. Any unauthorised use of these elements in advertising or promotional campaigns may constitute trademark infringement. Similarly, copyright law protects a wide range of creative assets, including event designs, broadcast content, and mascots.

In the UK and other common law jurisdictions, organisers may also rely on the doctrine of passing off, which requires showing that a brand’s actions misled consumers into believing there was an official affiliation, thereby harming the organiser’s goodwill.
In civil law jurisdictions such as France, the concept of parasitisme allows organisers to challenge any unfair exploitation of their reputation or image. Under Article 1240 of the French Civil Code, parasitic behaviour has been defined by the Cour de cassation as “all behaviours by which an economic agent interferes in the wake of another in order to profit, without spending anything, from their efforts and know-how, their acquired reputation or the investments made” (author’s translation; Cass. com., 10 July 2018, n° 16-23.694).
The Paris Court of Appeal has further characterised ambush marketing as “the act by which a company seeks visibility from the public during a sporting or cultural event in order to associate itself with that event, while avoiding any payment to the organisers or becoming an official sponsor” (author’s translation; CA Paris, 10 Feb. 2012, n° 10/23711).
French courts have applied this doctrine to marketing practices that aim to gain media exposure or consumer attention during major events—such as the Olympic Games—without contributing to their financing or securing official rights. For example, in a 2024 case concerning the Paris Olympic Games, the Paris Judicial Court issued an injunction against Lycamobile for the unauthorised use of protected Olympic signs and promotional phrases, holding that such actions constituted parasitic behaviour (Ordonnance de référé, TJ Paris, 19 Aug. 2024, n° 24/55487).

While France has no specific legislation dedicated to ambush marketing, organisers can rely on several legal grounds to counter such practices. These include trademark law, the special protection of Olympic properties under Article L.141-5 of the French Sports Code, the exclusive commercial exploitation rights conferred by Article L.333-1 of the same code, and, most frequently, the general principle of tort liability for unfair competition and parasitisme under Article 1240 of the French Civil Code.

These legal remedies are not merely theoretical. Enforcement may occur through civil litigation, and in some EU jurisdictions, competition authorities may impose administrative sanctions. A company falsely suggesting sponsorship status, or using protected branding without permission, risks injunctions, financial penalties, and reputational harm.

From a compliance perspective, brands should refrain from using event-specific visual elements or messaging unless they have secured official sponsorship rights. Transparency and legal clarity regarding any commercial association are essential to ensure compliance and preserve consumer trust.

Ambush marketing typically falls into three categories. The first is association, where a brand indirectly suggests a link with the event, for example by referencing Olympic themes or sponsoring athletes. The second is intrusion, such as placing advertising in or around venues to gain exposure. The third is opportunistic, where brands react to viral moments or breaking news to insert themselves into the conversation.

During the Paris 2024 Olympic Games, specific rules were enforced to safeguard the exclusivity of official sponsors. Notably, Rule 40 of the Olympic Charter restricted how athletes could appear in marketing during the Games period. Even simple congratulatory posts or repeated use of event-related hashtags on social media were potentially considered violations if the brand lacked official sponsorship status.

Both Paris 2024 and EURO 2024 gave rise to numerous marketing campaigns that pushed the boundaries of legal compliance. These events underscored the importance for brands to respect protected signs, avoid misleading associations, and ensure full transparency in influencer content and digital communication.

In today’s regulatory landscape, legal compliance is not a constraint, it is a strategic asset for brand integrity and consumer loyalty.

We advise on all aspects of combatting ‘Ambush Marketing’ in Europe, including taking legal proceedings, and further information may be obtained by emailing, Dr. Estelle Ivanova, the Head of our French Desk, at ivanova@valloni.ch.