'Ambush' marketing laws planned for major events

Helen Clark

New laws are likely to be in place before the 2011 Rugby World Cup to protect major events from "ambush" marketing.

Prime Minister Helen Clark yesterday said legislation is being developed to guard against the practice, which can involve companies trying to piggy-back off a major event when they haven't paid for sponsorship rights.

For example, a company might pay for the right to be the official beer for an event - only to find that one of its rivals puts billboards all around event venues.

Helen Clark said the legislation was "needed before" the 2011 Rugby World Cup is hosted in New Zealand, but would not be restricted to that event.

Trevor Mallard, the minister responsible for the 2011 Rugby World Cup, is expected to release further details of the legislation this week.