All of the official names, phrases, trade marks, logos and designs related to the 2012 games and Olympic and Paralympic movements are legally protected in the UK and rigorously defended by the London 2012 committee. Accordingly, any unauthorised use of these brands, for example on goods, in business names, on business papers or in advertising, is likely to result in legal action.

A number of such cases have already been reported in the press. In the most recent case, a café owner claims that Newham Council advised him that it would be legitimate for him to name his café, which is based near to the Olympic site in east London, "Café Olympic" provided he did not use the image of the Olympic Rings. The café owner is now told that he may face legal action as trading standards pursue companies making unauthorised use of the Olympic and London 2012 brands.

This case should act as a warning to businesses seeking to exploit the Olympic brands in the run up to the London 2012 games: ambush marketing and other unauthorised activities will not be tolerated by the organising committee of the London 2012 games. Further guidance on use of these brands can be found on the London 2012 website at http://www.london2012.com/about-us/ourbrand/frequently-asked-questions.php.