Olympic architects, engineers and builders have advertising ban lifted

The companies that built London's iconic Olympic Park are now allowed to boast about their work, after the government paid 2m to the British Olympic Association (BOA) to get around a promotion ban.

The architects, engineers and construction firms which designed and built the infrastructure that allowed the Olympics to happen had been forbidden from advertising their work in promotional materials before, during and after the games, as part of the general restrictions that were placed on advertising in the UK to safeguard the exclusivity deals of the event's official sponsors. The ban even extended to architecture firms submitting their work for industry awards.

Even after the Games were finished the ban remained, and the government was in no rush to lift it -- a decision that the Royal Institute of British Architects' president Angela Brady derided at the time as "totally wrong". The problem hinged on the fact that companies needed to pay the International Olympic Committee to be allowed to advertise themselves as being directly involved in the Games, but the government's payment of 2m to the BOA resolves this with the creation of a "supplier recognition scheme". Companies can now apply to for a free license to, in the words of the BOA, bask in the "stardust" of the Games.

The legislation that prevented companies from associating themselves with the Olympic Games unless they were official sponsors had to be passed for London to get the Games, but it was met with strong criticism from those who felt it was overreaching and draconian. The ban had proven so unpopular with architects that it had even spawned a protest movement, led by Peter Murray of New London Architecture. The "drop the ban" campaign came about as British firms realised that even after the Games had finished the government was in no rush to repeal it and allow them to promote their work.

Responding to the news, Brady issued a statement saying: "The majority of the architects and designers we were standing up for in the campaign were young small businesses who just wanted to be able to promote their work. It's great that they are now able to speak freely about their contribution to the success of the 2012 Games and get the recognition they deserve."

For several of the most high-profile buildings, their architects will have no need for the extra exposure. Everyone knows that Zaha Hadid's firm was responsible for the Aquatics Centre, for example. However, there are myriad unsung heroes behind the Olympic Games who were prevented from making the most of their work, such as STL Communications -- the Guardian reports that the company was restricted to issuing an 150-word statement about their providing phones for the opening and closing ceremonies.

Maria Miller, secretary for culture, media and sport, said: "By lifting these restrictions we will be able to maximise the economic benefits from the Games. Now we have removed the barrier, companies can capitalise on the role they played at home and abroad by really selling their involvement in one of the biggest and most successful projects this country has ever put on."

The BOA also claims that this will help "tens of thousands" of companies, which now "have the potential to win significant contracts from future host nations". Many of the contracts for Rio 2016 have already been allocated, however, to the frustration of many.

Image: pcruciatti / Shutterstock

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Olympic architects, engineers and builders have advertising ban lifted