IOS Sports & Entertainment, the company managing 22-year-old shooter Manu Bhaker, who won two bronze medals at the Paris Olympics, is reportedly taking legal action against brands that have used Bhaker’s photos and videos in congratulatory ads without sponsoring her.
According to a report by ET, legal notices for infringing the athlete’s personality rights are set to be sent to brands that used photos or videos of the Indian Olympic medalist.
Manu Bhaker has two Olympic medals to her name. Bhaker first won the bronze medal on June 28 at the Paris Olympics.
Brands such as Bajaj Foods, KapeeFit, LIC, FIITJEE, BSC Interiors, Oakwood International School, and Kineto, among others, took to social media to congratulate her on her win. However, none of these brands have previously sponsored or are associated with her in any way.
Reportedly, Manu Bhaker currently endorses only Performax Activewear, a sports gear and fitness fashion company. However, about half a dozen other brands are in negotiations with her for sponsorship deals.
ASCI’s Role
In the past, the Advertising Standards Council of India (ASCI) has criticised such brands. During the Tokyo Olympics 2020, ASCI highlighted that brands leveraging athletes’ victories without permission violate its code.
According to the ASCI code, “Advertisements shall not, without permission from the person, firm or institution under reference, contain any reference to such person, which confers and unjustified advantage on the product advertised or tends to bring the person, firm or institute into ridicule or disrepute.”
“If and when required to do so by ASCI, the advertiser and the advertising agency shall produce explicit permission from the person, firm or institution to which reference is made in the advertisement.”
In 2021, PV Sindhu and her agency, Baseline Ventures, took legal action against 20 brands for using her image and name for moment marketing without her consent or proper permissions. The agency sought damages worth Rs 5 crore.
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