Things have forever changes, though, through the introduction of social media. For that reason special laws were adopted in England regarding use of a trademark in relation to the Olympics, even ticket conditions were adapted due to this. Photos and video material and even sound material of the Olympic Games are not to be used for anything else but private use. Ticketholders are not allowed to publish anything on social media sites or on the internet in general. The objective of these new rules is to prevent that people will exploit their “home made” images commercially. Athletes are not allowed to be in pictures that contain trademarks of third parties. Twitter even prohibist the use of Olympic trademarks all together, or even #London2012 op Twitter, by no official sponsors.
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