Why should Olympic sponsors be protected from ambush marketing?

There are challenges with international enforcement of legal rights where social networking is involved. However the principle remains – if a business uses social networking for the clear purposes of ambush marketing in the UK, we can take action for infringement of our legal rights.
If the ambush activity is outside of the UK, we will work with the IOC and the relevant National Olympic Committee to address the issue – in many countries there are similar laws to those which apply in the UK which prevent ambush marketing of the Olympic Games and these can be used where relevant.