What is being done to deter ambush marketing, and are these attempts working?

This paper examines industry responses in Australasia and Europe to the growing practice of ambush marketing, to establish whether the measures that have been put in place to deter the practice have indeed prevented the “ambush” effect whereby audiences associate other, non-sponsoring, organisations with particular sporting events. Although some of these measures may be more effective than others in blocking ambush attempts, these also come with potentially negative consequences for event sponsors.