Businesses attempting to cash in on the 2012 Olympics need to watch their words, a Midlands law firm has warned.

Despite the temptation for some businesses to use the Games as a marketing tool, a new act could mean facing criminal charges and fines of up to £20,000.

According to the new London Olympic Games and Paralympic Games Act, those found piggy backing on the Olympics using combinations of words such as Gold and 2012 could be charged.

Declan Cushley, IP expert at law firm Browne Jacobson, said: "Only official sponsors will get a look in when it comes to promotion and companies who imply that they have a connection with the Olympics could face a hefty fine.

"In recent years we've seen the rise and rise of guerilla marketing, but those aiming to use the Olympics to promote products and services should be aware that the same rules apply."