By Stephen Lepitak

The 2014 World Cup in Brazil is just months away, however brands have already begun to market around the tournament, which has some strict sponsorship rules. As a result, communications organisation the PRCA and legal consultancy Lewis Silkin have partnered to offer guidance to brands not officially associated with the event around ambush marketing.

The guide, Ambush Marketing and the Law, has been devised following the Bavaria beer stunt, which saw models promoting the beer by wearing brightly coloured branded tshirts during a game, which caught the attention of television cameras and international media.

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Source: The Drum