The information released by the Olympic Delivery Authority (ODA) explaining to traders and advertisers the reasons behind the proposed controls, enabling them to understand the Games-time environment and plan accordingly.

 

Firms could face fines of up to £20,000 if they fall foul of the regulations, they have been warned.

The temporary regulations, under the controversial London Olympic Games and Paralympic Games Act of 2006, will be focused on the period two weeks before the start of the Games until five days after the closing ceremony of the Paralympic Games.

 

They are aimed at allowing the majority of businesses to continue operating as usual while also ensuring that the Games are not impacted by over-commercialisation or ambush marketing, protecting the investment of private companies which contribute hundreds of millions of pounds to the Games and the public, the ODA claimed.

John Armitt, the chairman of the ODA, said: “The publication of this information is the start of a process of public engagement on these regulations.

 

"We want to begin this work now so that people who may be affected by the legislation are aware of the implications and able to have their say about implementation at the right time.”

Sebastian Coe, the chairman of London 2012, said: “It is important to educate people about the challenges we face, our initial thoughts about how we will deal with them and then listening to what they think.

 

"We want to showcase London as the fantastic global city it is and ensure that London 2012 takes place against the backdrop of a carnival atmosphere – rather than one spoilt by people being inundated with unauthorised commercial messages.

 

"We also have a duty to protect the exclusive rights of our sponsors – without whom quite simply the Games would not take place.”

 

The leaflet published today, “London 2012: Advertising and Street Trading Regulations” meets a commitment in the Olympic and Paralympic Act 2006 to give two years’ advance notice of the overall effect of the regulations while the details are being developed.

 

It also enable the regulations to be implemented for a short period in 2011 as part of the London 2012 test event schedule.

 

The leaflet is being sent to venue owners, local authorities, representatives of the advertising and street trading industry, business representatives and the Olympic and Paralympic family.

 

It can also be accessed at www.london2012.com/publications.

There will be a full public consultation on the draft regulations before they are laid in Parliament.

Alan James, the chief executive of the Outdoor Advertising Association, said: "An event as big as the London Olympic and Paralympic Games needs proper measures in place to manage advertising consistently so London at Games time can showcase itself as well as protect the investment of Olympic sponsors.

 

"The advertising and street trading regulations will help do this in a proportionate way and we welcome the opportunity to engage early in the development of these regulations."