As the start of the Olympics approaches, the excitement mounts: and for those actually participating, attending or helping at the Games, it must be all the more thrilling. And it's natural to want to share the excitement on social networks. But even the superstar performers (and their sponsors and supporters) have to watch their step with the social media restriction: alarming stories like this one in Mashable have been appearing, with threats of prosecution for posting pictures to Facebook: certainly ticket holders and volunteers also need to curb their social media enthusiasm.
Fortunately there is specific and detailed social media guidance for participants (the IOC Social Media, Blogging and Internet Guidelines for participants and other accredited persons at London 2012). And even more fortunately, we are here to summarise it for you.
These guidelines apply to athletes, volunteers (otherwise known as Games Makers), officials and other 'accredited persons'. There are also additional specific restrictions in the ticket terms and guidelines for the Games Makers.
Here is our summary of the guidelines' do's and don'ts for any Accredited Person: (click on the image to enlarge it)
When do these restrictions apply?
Unlike the restrictions on brands not sponsoring London 2012 covered in our previous blog posts, these make sense just for the event itself. They are in force for the Games Period: 18 July - 15 August 2012.
Global application?
The guidelines are issued by the International Olympic Committee and so apply globally.
How will the restrictions be enforced?
The IOC has been very clear that it will monitor Olympic on-line content to ensure compliance. As this is the first 'social' games it will be interesting to see how this plays out in practice.
'Whistleblowing' is encouraged. The IOC has asked participants and other accredited persons to report unauthorised content at www.olympicgamesmonitoring.com.
What happens if a company or participant breaks the rules?
For athletes and other accredited persons the potential consequences are severe. As well as legal action the accreditations (including the right to participate as an athlete) can be withdrawn without notice. Other legal measures include issue of take down notices and taking legal action for damages.
How does this social media policy relate to Rule 40?
Rule 40 of the Olympic Charter limits athletes (plus trainers, coaches and officials) taking part in the Olympic Games from appearing an advertising during the Games Period. The purpose of Rule 40 is to prevent ambush marketing (see our previous blog posts on the olympics - Part One and Part Two).
There are three categories for potential advertisers working with athletes during the Games:
- Olympic sponsors: can seek 'express consents' to use participants in advertising;
- Non-Olympic sponsors: cannot use participants in advertising;
- Exceptions: 'deemed consent' may apply in cases of long-term use of participant images on websites etc. This type of advertising is not deemed to conflict with the Olympics.
The definition of 'advertising' includes corporate websites, any social networking site, blogs and viral adverts. In terms of social media usage, Rule 40 refers back to the Social Media Guidelines.
So, in summary, Rule 40 does not change the social media guidelines and vice versa. If a London 2012 sponsor anywhere in the world wants to use athletes in their advertising and social media campaigns, they need to seek consent in line with Rule 40.
Don't forget to check out the other two posts on the series, designed to help marketers steer a path through the legal quagmire of the first Social Olympics:
Social Media Guide to the Olympics Part I: Legal Overview
Social Media Guide to the Olympics Part II: The Golden Rules and Other Practical Guidelines
Photo: blogs.wwf.org.uk