他她話題:奧運品牌保護過度了?

London mayor Boris Johnson has warned of the "insanity" of overzealous policing of Olympic brands as organisers step up efforts to banish the unauthorised use of words and images associated with the games.

在奧運會組織者加大努力消除未經授權地使用與倫敦奧運會相關詞彙和圖片的行爲之時，倫敦市長鮑里斯•約翰遜(Boris Johnson)則對過分熱情的管理奧運品牌的"愚蠢行爲"提出了警告。

With less than a week to the opening ceremony, the so-called "Olympics brand police", made up of a team of lawyers and enforcement officers, are on a high state of alert to clamp down on small businesses using words such as "Olympic", "2012" "London", "medals" and "gold", and the use of the Olympic rings, in promotional material.

倫敦奧運會開幕式之前，一個由律師和執法官員組成的"奧運會品牌警察"曾處於高度戒備狀態，以打擊在促銷材料中使用"奧運會"、"2012"、"倫敦"、"獎牌"和"金牌"等字眼的小企業以及使用奧運五環標誌的行爲。

Mr Johnson called for the light-touch use of laws enacted to protect the rights of domestic sponsors, which contributed £720m to the London organising committee, as well as the International Olympic Committee's global sponsors. It emerged this week that even the family of Kate Middleton, Duchess of Cambridge, had been told to make minor changes to Olympic references on the website of their business, which sells party products.

但約翰遜呼籲少利用法律，來保護國內贊助商以及國際奧委會(International Olympic Committee)的全球贊助商的權利。英國國內贊助商已向倫敦奧組委出資7.20億英鎊。有消息稱，甚至連劍橋公爵夫人(Duchess of Cambridge)凱特•米德爾頓(Kate Middleton)的家人也被告知在他們公司網站上對奧運會信息做出輕微改動。這個網站銷售派對用品。

The mayor said: "I think this is an area where you mustn't allow any kind of insanity." He recalled living in a part of west London once called Olympia, saying it was "a perfectly respectable name".

約翰遜表示："我認爲，在這個領域，你不能容忍任何愚蠢行爲。"他回憶自己當時曾住在西倫敦一個曾經被稱爲奧林匹亞(Olympia)的地方，他表示，那是"一個非常可敬的名字"。

"If someone's got an Olympic Café, good luck to them," he added.

他補充稱："如果有人有一個奧林匹克咖啡館(Olympic Café)，那麼祝他們好運吧。"

The Olympic Delivery Authority has 280 "specialist enforcement officers" to regulate open-air trading and prevent so-called ambush marketing at 28 games venues and events. It said the rules would be enforced in "a reasonable and proportionate way". Locog has a separate brand protection team.

倫敦奧運交付管理局（Olympic Delivery Authority）擁有280名"專業執法官員"，來管理戶外交易並防範28個奧運會場館和賽事上的所謂埋伏營銷(ambush marketing)。該機構表示，實行這些規定將採取"合理且適當"的方式。倫敦奧組委擁有一個獨立的品牌保護團隊。

Lord Coe, the Locog chairman, on Friday inadvertently fuelled the controversy when asked how the brand protection laws would be applied to protect games sponsors such as Adidas and Coca-Cola.

倫敦奧組委主席科勳爵(Lord Coe)不久前因一時疏忽，引發了一場爭議，當時他被問及如何施行品牌保護法，來保護阿迪達斯(Adidas)和可口可樂(Coca-Cola)等奧運會贊助商。

He told the BBC's Today programme that ticket-holders would probably be allowed into venues wearing Nike trainers, but "you probably would not be walking in with a Pepsi T-shirt because Coca-Cola are our sponsors".

他告訴英國廣播公司(BBC)的《Today》節目，持票者或許可以獲准穿着耐克(Nike)運動鞋進入場館，但"如果你穿着百事(Pepsi)T恤那麼你可能就不準進場了，因爲可口可樂是我們的贊助商"。

Locog later clarified Lord Coe's comments, saying while individuals would be allowed into venues with any brand of clothing, large groups wearing the same clearly visible branding would not.

倫敦奧組委後來澄清科勳爵的言論稱，允許個人穿着任何品牌的服裝進場，但穿着同樣明顯的有形品牌的大型團隊則不得進場。

Sir Keith Mills, Locog deputy chairman, said: "The policing of brand protection is going to be very sensible and measured. There may be an over-officious officer somewhere, but if you look at the number of people we pursue, it's tiny."

奧組委副主席凱斯米爾斯勳爵(Sir Keith Mills)表示："管理品牌保護將非常敏感且謹慎。一些地方可能有一些愛指手劃腳的官員，但如果你看看我們追查的人數，你會發現數量很少。"

After a week dominated by headlines about the failure of G4S to find 10,400 security guards for the games, Mr Johnson professed to being unruffled by prophecies of transport and security calamity.

在有關奧運會保安公司G4S未能爲奧運會找到1.04萬名保安的新聞佔據媒體主要版面後，約翰遜聲稱沒有因爲交通和安保災難的預言而感到煩惱。

"We're at that pre-games, psychological trough, the pre-curtain up moment when the media, understandably and rightly, is scouring the landscape for imperfections," he said.

他表示，在賽前心理低谷的時刻，媒體正四處尋找存在瑕疵的地方，是可以理解的，也是正當的。

Mr Johnson also denied the games had become too commercial and defended sponsors such as McDonald's, whose financial backing for the games has been criticised by anti-obesity campaigners.

約翰遜還否認本屆奧運會將變得過於商業化，併爲麥當勞(McDonald's)等贊助商做出辯護，該公司爲本屆奧運會提供的財力支持一直受到減肥活動人士的批評。

"This is all bourgeois snobbery against McDonald's," Mr Johnson said. "I think they're fantastic. It's absolutely vital that we have an Olympic Games that is, as far as we possibly can make it, not an endless drain on the taxpayer."

"這是針對麥當勞的鄙俗的勢利行爲，"約翰遜表示，"我認爲，它們很棒。我們盡我們的最大可能舉辦一場並非無休止地榨取納稅人的奧運會，這無疑是重要的。"