Ad libbers beware

Tough rules for 2011 Rugby World Cup

Government "Enforcement officials" will be able to enter private property during major events like the 2011 Rugby World Cup and seize advertising material or force groups of people to remove clothing carrying it.

The powers contained in the Major Events Management Act 2007 aim to stop "ambush marketing" businesses cashing in on publicity around events by advertising without paying sponsorship money or by paying other people to advertise for them.

People found guilty of ambush advertising could face a criminal conviction and a fine of up to $150,000.

Bans include:

* Radio stations and other media giving away tickets to a major event which the act sees as "associating" with the event.

* People selling or giving away food from their homes to people in "clean zones".

* A person putting up a billboard or parking a car on their property which advertises an official sponsor's rival if advertising is clearly visible from a "clean zone".

The law, passed last August, will apply to anything the government gives "major event" status.

It was brought in in time for the Rugby World Cup 2011 to meet International Rugby Board rules protecting official sponsors.

The economic development minister will declare "clean zones" on roads, footpaths and main transport routes surrounding venues which must be free of unofficial advertising. There are no upper limits on how far clean zones can extend around venues, although they must be justified as necessary to the event.

Clean transport routes must be used by a substantial number of people travelling to or from a clean zone, and can be no more than 5km from a clean zone's boundary.

Advertising restrictions can start any time before an event and end up to 30 days afterwards.

Officials will be allowed to enter private land and buildings if they are clearly visible from a clean zone.

Government enforcement officers can obtain search warrants to enter private property during clean periods and seize or cover up offending advertising. Police or enforcement officers accompanied by police officers can use any force that is "reasonable in the circumstances" to gain entry or break open any article.

Individuals wearing a rival company's logo or slogan on clothes or shoes would not be prosecuted if they acted alone, although they could be if they acted in co-ordination with other people and intended to get the attention of event-goers.

An Economic Development Ministry spokesperson said it was likely groups wearing clothes advertising a rival company would be asked to leave a clean zone although they could be told to remove their clothing if they refused.

- © Fairfax NZ News