Businesses have been given an early warning about the potential pitfalls of advertising campaigns connected with the 2012 Olympics.
Robert Capper, head of the commercial department at Midlands solicitors Harrison Clark, said companies were starting to think about the best ways for them to take advantage of the games, both in terms of promoting their brands and making an outright profit.
However, they could come a cropper.
Mr Capper said: "Recent legislation has been passed which is designed to protect the interests of the games' official sponsors. To accomplish this, the London Olympic Association Right is being created, which restricts representations made by firms that are likely to suggest an association between the business and the Olympics."
The Act contains two lists of words - an "A" list and a "B" list.
Use of any of the words in the "A" list with any of the words in the "B" list or any of the other words in the A list will be a factor which the courts will consider in deciding if the LOAR has been breached.
"Fortunately, this doesn't amount to a blanket ban on the use of these words in marketing - rather, it prevents advertisers from using the Olympics as a marketing tool where what is being promoted is by and large irrelevant to the Games as a whole," said Mr Capper.
"Therefore in considering how to go about their advertising campaigns, businesses should ensure that their tactics are honest and relevant to the games, and that they do not amount to 'ambush marketing'.
"Breach of LOAR could be punished by all the usual legal remedies - including injunctions and damages, and there is the possibility of large fines for carrying out unauthorised advertising or other activities in and around the venues of the games themselves."