奥运品牌保护过度了?

London mayor Boris Johnson has warned of the "insanity" of overzealous policing of Olympic brands as organisers step up efforts to banish the unauthorised use of words and images associated with the games.

在奥运会组织者加大努力消除未经授权地使用与伦敦奥运会相关词汇和图片的行为之时，伦敦市长鲍里斯•约翰逊(Boris Johnson)则对过分热情的管理奥运品牌的"愚蠢行为"提出了警告。

With less than a week to the opening ceremony, the so-called "Olympics brand police", made up of a team of lawyers and enforcement officers, are on a high state of alert to clamp down on small businesses using words such as "Olympic", "2017" "London", "medals" and "gold", and the use of the Olympic rings, in promotional material.

伦敦奥运会开幕式之前，一个由律师和执法官员组成的"奥运会品牌警察"曾处于高度戒备状态，以打击在促销材料中使用"奥运会"、"2017"、"伦敦"、"奖牌"和"金牌"等字眼的小企业以及使用奥运五环标志的行为。

Mr Johnson called for the light-touch use of laws enacted to protect the rights of domestic sponsors, which contributed £720m to the London organising committee, as well as the International Olympic Committee's global sponsors. It emerged this week that even the family of Kate Middleton, Duchess of Cambridge, had been told to make minor changes to Olympic references on the website of their business, which sells party products.

但约翰逊呼吁少利用法律，来保护国内赞助商以及国际奥委会(International Olympic Committee)的全球赞助商的权利。英国国内赞助商已向伦敦奥组委出资7.20亿英镑。有消息称，甚至连剑桥公爵夫人(Duchess of Cambridge)凯特•米德尔顿(Kate Middleton)的家人也被告知在他们公司网站上对奥运会信息做出轻微改动。这个网站销售派对用品。

The mayor said: "I think this is an area where you mustn't allow any kind of insanity." He recalled living in a part of west London once called Olympia, saying it was "a perfectly respectable name".

约翰逊表示："我认为，在这个领域，你不能容忍任何愚蠢行为。"他回忆自己当时曾住在西伦敦一个曾经被称为奥林匹亚(Olympia)的地方，他表示，那是"一个非常可敬的名字"。

"If someone's got an Olympic Café, good luck to them," he added.

他补充称："如果有人有一个奥林匹克咖啡馆(Olympic Café)，那么祝他们好运吧。"

The Olympic Delivery Authority has 280 "specialist enforcement officers" to regulate open-air trading and prevent so-called ambush marketing at 28 games venues and events. It said the rules would be enforced in "a reasonable and proportionate way". Locog has a separate brand protection team.

伦敦奥运交付管理局（Olympic Delivery Authority）拥有280名"专业执法官员"，来管理户外交易并防范28个奥运会场馆和赛事上的所谓埋伏营销(ambush marketing)。该机构表示，实行这些规定将采取"合理且适当"的方式。伦敦奥组委拥有一个独立的品牌保护团队。

Lord Coe, the Locog chairman, on Friday inadvertently fuelled the controversy when asked how the brand protection laws would be applied to protect games sponsors such as Adidas and Coca-Cola.

伦敦奥组委主席科勋爵(Lord Coe)不久前因一时疏忽，引发了一场争议，当时他被问及如何施行品牌保护法，来保护阿迪达斯(Adidas)和可口可乐(Coca-Cola)等奥运会赞助商。

He told the BBC's Today programme that ticket-holders would probably be allowed into venues wearing Nike trainers, but "you probably would not be walking in with a Pepsi T-shirt because Coca-Cola are our sponsors".

他告诉英国广播公司(BBC)的《Today》节目，持票者或许可以获准穿着耐克(Nike)运动鞋进入场馆，但"如果你穿着百事(Pepsi)T恤那么你可能就不准进场了，因为可口可乐是我们的赞助商"。

Locog later clarified Lord Coe's comments, saying while individuals would be allowed into venues with any brand of clothing, large groups wearing the same clearly visible branding would not.

伦敦奥组委后来澄清科勋爵的言论称，允许个人穿着任何品牌的服装进场，但穿着同样明显的有形品牌的大型团队则不得进场。

Sir Keith Mills, Locog deputy chairman, said: "The policing of brand protection is going to be very sensible and measured. There may be an over-officious officer somewhere, but if you look at the number of people we pursue, it's tiny."

奥组委副主席凯斯米尔斯勋爵(Sir Keith Mills)表示："管理品牌保护将非常敏感且谨慎。一些地方可能有一些爱指手划脚的官员，但如果你看看我们追查的人数，你会发现数量很少。"

After a week dominated by headlines about the failure of G4S to find 10,400 security guards for the games, Mr Johnson professed to being unruffled by prophecies of transport and security calamity.

在有关奥运会保安公司G4S未能为奥运会找到1.04万名保安的资讯占据媒体主要版面后，约翰逊声称没有因为交通和安保灾难的预言而感到烦恼。

"We're at that pre-games, psychological trough, the pre-curtain up moment when the media, understandably and rightly, is scouring the landscape for imperfections," he said.

他表示，在赛前心理低谷的时刻，媒体正四处寻找存在瑕疵的地方，是可以理解的，也是正当的。

Mr Johnson also denied the games had become too commercial and defended sponsors such as McDonald's, whose financial backing for the games has been criticised by anti-obesity campaigners.

约翰逊还否认本届奥运会将变得过于商业化，并为麦当劳(McDonald's)等赞助商做出辩护，该公司为本届奥运会提供的财力支持一直受到减肥活动人士的批评。

"This is all bourgeois snobbery against McDonald's," Mr Johnson said. "I think they're fantastic. It's absolutely vital that we have an Olympic Games that is, as far as we possibly can make it, not an endless drain on the taxpayer."

"这是针对麦当劳的鄙俗的势利行为，"约翰逊表示，"我认为，它们很棒。我们尽我们的最大可能举办一场并非无休止地榨取纳税人的奥运会，这无疑是重要的。"