The World Cup kicks off this week, with the Netherlands playing its first match on Friday. Although this week’s news suggests there are far fewer promotions than in previous years, we still expect many companies to join in with timely campaigns on Friday evening. FIFA’s marketing rules are strict, though, and it is easy to attract unwanted attention. For marketers, online specialists, social media experts and community managers, here is our 2014 overview of the dos and, especially, the don’ts. These rules were relevant to social media activity as well as advertising.
Don’ts
- Do not use the official “Brazil 2014” logo, a football team’s logo, protected terms, designs, images or footage in advertisements.
- Avoid advertising, including guerrilla activity, that creates too strong an association with the World Cup or suggests your company is connected with it when it is not.
- Be cautious about pictures of players or teams. In addition to the owner’s copyright, permissions from the player, team or football association may be needed. The original guidance also warned against using participating players or teams in guerrilla campaigns.
- Do not use World Cup tickets in promotions; this was reserved for sponsors.
- Do not advertise for third parties, such as promoting a World Cup app, unless you are sure they have official approval and that you have the right to pass the promotion on.
Dos
- You may describe a particular match and when it is being played for informational purposes.
- You may use football as a general theme, or references to Brazil or a national colour such as orange. Be careful with combinations, however: a Brazilian flag alongside a famous former player and your company could lead to a complaint.
At the time, FIFA’s website set out the rules for logos, emblems, slogans and other marketing elements. Checking them helped prevent a promising topical campaign from putting your business on the back foot.
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