Shanghai World Expo Effectively Eliminate Hidden Marketing Practices

On the morning of May 28th, the signing ceremony of the flag raising ceremony of the Shanghai World Expo sponsorship enterprise and the sponsorship brand protection proposal of World Expo was held at the corporate Plaza of Puxi Park, Expo.

Hong Hao, Deputy Secretary General of the Shanghai municipal government and director of the World Expo Bureau, Chen Xianjin, deputy director of the World Expo Bureau.

There are 13 global partners, 14 senior sponsors and 31 project sponsors in World Expo, Shanghai. These sponsoring enterprises provide financial and product support to World Expo's preparation and operation, and get the right to use World Expo logo for marketing and promotion.

The names, emblem, mascot, theme words, volunteer symbols and slogans of World Expo, Shanghai are all symbols of Shanghai World Expo, and are the intellectual property rights protected by Shanghai World Expo organizers according to law.

The signing of the proposal marks the joint efforts of the Shanghai World Expo Bureau, including all exhibitors, business units and sponsoring enterprises in the park, to regulate the behavior of the park, strengthen self-discipline, protect intellectual property rights in Shanghai and World Expo, and effectively eliminate hidden marketing practices.

Chen said that World Expo is a big stage of understanding, communication, concern and cooperation among all countries in the world. World Expo's success is inseparable from the efforts of all parties respecting and maintaining intellectual property rights.

It is hoped that all exhibitors, business units and sponsoring enterprises of the exhibitors can firmly establish the awareness of respecting intellectual property rights in the process of running the Expo, protect the intellectual property rights of World Expo in Shanghai, assist in safeguarding the brand publicity and business interests of the sponsoring enterprises' parks, and maintain the brand and intellectual achievements of exhibitors and other participants.

For those companies that have made World Expo logo profitable marketing without authorization, once the Expo is discovered, the Expo Bureau will take the joint government departments seriously.

Reporters also learned that, in view of the violation of intellectual property rights and suspected covert marketing in World Expo, Shanghai, units or individuals may report and complain to the market development department, the Legal Affairs Department of Shanghai World Expo Bureau and the relevant venues or area management departments.

At the ceremony, representatives from the catering, retail, exhibition hall representatives and sponsoring enterprises representatives jointly signed the proposal, solemnly committed to actively cooperate with the relevant departments to carry out the brand protection work of the park, jointly advocate respect and protection of intellectual property rights in World Expo, abide by the rules of the use of the World Expo logo, maintain the various brand interests of Shanghai World Expo related entities in the operation of the park, and effectively prevent the occurrence of the hidden marketing behavior.

Brand protection is one of the important safeguards for the successful hosting of World Expo, Shanghai.

Shanghai World Expo organizers have launched the World Expo brand protection rapid response mechanism, aiming to enhance the protection of Shanghai World Expo brand, strengthen the protection of the rights and interests of sponsoring enterprises, crack down on all kinds of stealthy marketing events, create a good intellectual property protection environment, and establish an international image of China's intellectual property rights protection.