Olympic Advertising Doomsday?

Ok… maybe a bit harsh this early in the game (currently suffering through a bit of the flu here at the “ODL batcave” and moving a tad slow today) — but it seems that the Beijing Olympics are under a bit of pressure in regards to China’s human rights record (aside from the whole political and environmental issues waiting to bubble up.)

It started yesterday with the interruption of the torch-lighting ceremony by a group of protesters, led by media group Reporters Without Borders, protesting against censorship and the Chinese government’s poor record on human rights.

“The organisation is calling for France to boycott the opening ceremony of the games, while the president of the European parliament, Hans-Gert Pottering, has said in the German press that he sees a boycott as being justified if the Chinese government refuses to make compromises on Tibet.

Three Reporters Without Borders’ representatives were arrested for unfurling a banner showing the Olympic rings transformed into handcuffs at the official Olympic torch-lighting ceremony. All were freed on bail pending their trial, which has been scheduled for May 29. They are charged with having “shown contempt for national symbols”. The media group, which campaigns for press freedom around the world called the charges absurd.In a statement, the organisation said: “By making that gesture, we were in no way attacking the Olympic spirit, or Greece. “We were simply protesting against the policy being carried out in China during this period of intensifying repression.

“We also wanted to use the threat of boycotting the Games’ opening ceremony, an initiative we support, and encourage the International Olympic Committee to urge the Chinese government to respect human rights, as called for under the Olympic Charter.”

Pro-Tibetan protesters were also at the torch-lighting event, but tight security prevented them from disrupting the ceremony. However, press coverage shows dramatic images of protesters covered in fake blood being dragged away by Greek police.

Separately, the World Association of Newspapers and World Editors Forum have written to Chinese president Hu Jintao to object to the crackdown on coverage of events in Tibet and the banning of foreign media, which it says is in violation of Chinese law, China’s Olympic promises and international agreements.

The 15 monks who started the peaceful campaign for freedom for Tibet have not been seen in weeks since being arrested by Chinese authorities.

This week, a Chinese factory worker who wrote an open letter, saying “We want human rights, not the Olympics”, was jailed for five years. Yang Chunlin was accused of “staining China’s international image”.

The Olympic flame will travel through 20 countries on its way to Beijing, including Tibet.

Last month, in a further embarrassment for Olympic games organisers, Steven Spielberg quit his role as artistic adviser, because the Chinese government continues to supply arms to Sudan, helping fuel the humanitarian crisis in Darfur.

Mia Farrow, the actress and human rights campaigner, has criticised Olympic sponsors for “look[ing] away from that atrocity”.

Supporters of the campaign on Facebook have set up a group ‘Support Tibet – Boycott The 2008 Beijing Olympics’“

What that means for the main sponsors & advertisers of the Games — yet to be determined. But the level of protests at what would be considered a minor event might raise some eyebrows early in the process and be a cause for concern.The Olympics almost always attract activists interested in leveraging the popular event to publicize their causes.At the 1996 Atlanta Games, sponsors faced boycott calls after a county where the beach volleyball event was to be held enacted a measure deemed anti-gay. In Sydney in 2000, there were protests about the environment and Australian aboriginal rights.But the Beijing Games have generated more heat, in part because of an array of activist groups long critical of China’s policies — and newer ones focused on its economic and diplomatic clout.

“Everybody knows we’re pretty much on the biggest platform you can pick,” said Chris Renner, president for China of sports marketing consulting firm Helios Partners.

Sponsors were already on the lookout for controversy over Sudan, a diplomatic partner and Chinese oil supplier, as well as press freedom, human rights and Tibet.

After protests last week by Tibetans against Chinese rule — and Beijing’s crackdown — sponsors said they were watching events closely.

Coca-Cola Co., Lenovo, McDonald’s Corp. and others said this week they plan no changes in strategy.

Likely to face immediate pressure could be Lenovo, Coca-Cola and South Korea’s Samsung Co., the three sponsors of the Olympic torch relay — they are on the clock now it seems…