London Olympic Games and Paralympic Games (Advertising and Trading) (England) Regulations 2011

My Lords, I have very few words to say on this order. First, it seems to be in line with what we were expecting. Anybody who has been involved in this knows that a great part of the Olympic movement has been the defence of the brand to allow sufficient funds to be raised to enable everything to go ahead. This was always going to inconvenience people to a degree. The question here is whether the Government and the entire Olympic movement have done enough to ensure that that minimal level of interference with ordinary life has been achieved. I suspect that they have taken some very good steps towards it. When it comes to ambush marketing, everybody raised a smile at the thought of the last World Cup when all the, shall we say, very presentable young ladies in orange skirts were seen dancing around. The fact of the matter is, however, that the way these events are financed is by making sure that sponsors get in and get a reason to carry on sponsoring them, which is the most important factor. I thus suggest that the Government should be intelligently vigorous in enforcing this, because if they are not—and this is the important factor—future events will be threatened. This will be part of one of the legacy issues: do sponsors of major sporting events have sufficient backing to make sure that they get enough bang for their bucks to come back next time? I hope my noble friend will be able to assure us that this will be looked at in the overall review at the end of the Games process to make sure that sponsors are looked after in an intelligent way that does not stop all life during the Games.