Advertising and street trading
Parliament has recently approved Advertising and Trading Regulations applying temporary restrictions to advertising and trading around competition venues during the London 2012 Olympic and Paralympic Games.
Although much ’business as usual‘ advertising, such as shop signs and in-store advertising will not be affected, to prevent ambush marketing other advertising in certain areas around the venues, such as billboards, posters, flyers, giveaways, projected advertising, moving and aerial advertising, will only be permitted if authorised by LOCOG.
Traders, such as those selling goods, supplying services, collecting money for charity or providing public entertainment, wishing to trade in a regulated area will also need to apply to the ODA to be considered for a free secondary licence. This is to ensure the safety and security of the public visiting the venues.
To define the areas where the restrictions will apply, 27 Event Zones have been established across the country, around every venue and route being used during the Games. The regulations will only apply during specific Event Periods when the zones are in use. Below is a list of Event Zones in London and the periods during which they will be effective.
London Event Zones
| Event Zone | Event Period | Local Authority |
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| Earls Court zone | 27 July 2012 – 12 August 2012 | Kensington & Chelsea |
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| ExCeL zone | 27 July 2012 – 12 August 2012 29 August 2012 – 8 September 2012 |
Newham |
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| Greenwich Park zone | 27 July 2012 – 12 August 2012 29th August 2012 – 4 September 2012 |
Greenwich |
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| Horse Guards Parade zone | 27 July 2012 – 9 August 2012 | City of Westminster |
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| Hyde Park zone | 8 – 10 August 2012 | City of Westminster |
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| Lord’s Cricket Ground zone | 26 July 2012 – 3 August 2012 | City of Westminster |
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| North Greenwich Arena zone | 27 July 2012 – 12 August 2012 29 August 2012 – 8 September 2012 |
Greenwich |
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| Olympic Marathon zone | 5 August 2012 12 August 2012 |
City of London City of Westminster |
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| Olympic Park zone | 23 July 2012 – 13 August 2012 28 August 2012 – 9 September 2012 |
Hackney Newham Tower Hamlets Waltham Forest |
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| Olympic Race Walk zone | 4 August 2012 11 August 2012 |
City of Westminster |
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| Olympic Road Cycling zone | 28–29 July 2012 |
City of Westminster |
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| Olympic time trial zone | 1 August 2012 | Kingston upon Thames Richmond upon Thames |
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| Olympic Triathlon zone | 4 August 2012 7 August 2012 |
City of Westminster |
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| Paralympic Marathon zone | 9 September 2012 | City of London City of Westminster |
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| The Royal Artillery Barracks Zone | 27 July 2012 – 6 August 2012 29 August 2012 – 6 September 2012 |
Greenwich |
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| Wembley zone | 27 July 2012 – 12 August 2012 | Brent |
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| Wimbledon zone | 27 July 2012 – 6 August 2012 | Merton |
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The extent of the Event Zones is set out in a series of detailed maps, available from the London 2012 website.
We strongly advise that businesses within or adjacent to these zones familiarise themselves with the regulations and detailed provisions. To apply for advertising or trading authorisation, businesses should download the appropriate form from the London 2012 website. The deadline for applications is 31 March 2012.
Please note that advertisers or traders who receive approval from the Olympic Authorities must still hold any other kind of licence or permission required by the relevant local authorities and/or landowners.
For further information on advertising and street trading regulations, please visit the London 2012 website or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it .
Additional information:
London Olympic Games and Paralympic Games Advertising and Trading Regulations, England 2011
Detailed Provisions of the Advertising and Trading Regulations
