奥运会广告规制研究——兼论北京冬奥会广告规制应对

Regulations of the Olympic Games Advertising Rules and Responses of Beijing Winter Olympics

国际奥委会为保护奥林匹克财产、遏制隐性营销所的奥运会广告规制,在新媒体时代饱受冲击。为平衡奥林匹克财产保护和运动员权利保障之间的价值冲突,国际奥委会在1991年到2015年修订《奥林匹克宪章》中广告规制条款(即“第40条”),虽适用对象范围逐步扩大,新增弹性变通条款,但仍受质疑。因此,国际奥委会2015年制定豁免计划,2019年修订第40条,原则上放开广告限制,但奥运会广告规制有赖于国家奥委会的具体实施和制定细则。为保障运动员权利,基于我国现行法律法规,北京冬奥会应研讨第40条的适用原则,强化国际协调治理,借鉴域外经验制定北京冬奥会广告规制的实施细则。

To protect the Olympic property and curb ambush marketing,the advertising rules of the Olympic Games formulated by the International Olympic Committee(IOC)have been greatly impacted by the new media era.To balance the conflicts between the protection of Olympic property and athletes'rights,the advertising rules in the Olympic Charter(“Rule 40”)from 1991 to 2015 gradually expanded the scope of regulation objects and added flexible clauses,but also were challenged.IOC formulated the exemption plan of"general advertising"in 2015,revised Rule 40 in 2019 and relaxed the advertising restrictions.However,the advertising rules of the Olympic Games depend on the specific implementation of the National Olympic Committee,which in fact cannot fully protect the rights of athletes.In order to protect the rights of athletes and based on China’s current laws and regulations,the Beijing Winter Olympics should study the applicable principles of Rule 40,strengthen international coordination,learn foreign experience to formulate implementation rules.