IOC guide for participants on social networking a revenue generating tool?
With the London 2012 Olympic Games approaching its opening ceremony to be held on July 27, delegations from all the participating countries are preparing their athletes to excel in the prestigious sporting event. However, the participating delegations must also be extremely, if not equally extremely, careful about the fact that they do not fall victim to the vast maze of rules and regulations laid down by the International Olympic Committee regarding what to do and what not to do once the London 2012 Olympic Games start.
If one goes through the guidelines related to social media, blogging and internet usage provided by the IOC for the participants and officials of the London 2012 Olympic Games, a wise conclusion to reach would be to completely abstain from such activates during the time that Games are in progress. Despite the encouraging tone of the IOC guide, the essence of the rules severely restricts the freedom of the participants and officials at the London 2012 Olympic Games.
The IOC guideline allows the participants and officials to post, blog and tweet but that needs to be done in a first person format and in no sense communicate a reporting style of writing. It is explicitly stated in the IOC guide that participants and officials “must not report on competition or comment on the activities of other participants or accredited persons, or disclose any information which is confidential or private in relation to any other person or organisation.”
If the participants were to follow this guideline, all they would be able to post about would relate to personal stuff such as health, feelings and emotions – that too to a limited extent.
With reference to taking photographs as a souvenir, the participants or the officials have been asked not to commercialise the London 2012 Olympic Games. This means that they would not be able to post the images during the time that the Games are in progress, and only use them afterwards for personal requirements. Other than that, the images that can be taken will only be within the premises of the Olympic venues.
While commenting on the video and audio aspect, the IOC guide takes the following stance, “Participants and other accredited persons cannot post any video and/or audio of the events, competitions or any other activities which occur at Olympic Venues. Such video and/or audio must only be for personal use and must not be uploaded and/or shared…”
At the conclusion of the lengthy code of conduct that the IOC has laid down for the participants as well as the officials, a warning is given as to the consequences that can befall should anyone is found in breach of the guide. The consequences that may follow include legal action and imposing of sanctions against the guilty party.
Even though it is important that certain strict rules be laid down regarding the behaviour to adopt during the London 2012 Olympic Games, the IOC guide seems highly restrictive. As the participants and the officials have been barred from making use of their own names, pictures or performances during the Olympics for any form of advertising except when permission has been granted by the Executive Board of the IOC, it seems that the structure of the IOC guide is centred more around marketing revenue for the IOC rather than appropriate behaviour of the participants and the officials.
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