Tackling Ambush Marketing: The Need for Regulation and Analysing the Present Legislative and Contractual Efforts

Abstract

The term ‘Ambush Marketing’ has assumed great importance in the modern advertising and marketing terminology. This essay aims to prove the need for regulation of Ambush Marketing practices. It examines instances of alleged ambushes and how these fit within a wider legal framework. Subsequently it will analyse the existing laws in various countries and evaluate their efficacy in tackling Ambush Marketing. Thereafter it will deal with the special legislative efforts taken by South Africa and Australia in tackling Ambush Marketing. This essay, before concluding, will also analyse and evaluate the contractual mechanism adopted by ICC (International Cricket Committee) to tackle Ambush Marketing.