Those unable to respond will be worst hit  Smaller businesses and other organisations see their freedom of expression worst hit by laws that prevent them from associating themselves in any way with major events, to the detriment of their communities. Free speech is not relative or conditional and certainly should not be determined on the basis of the thickness of someone’s chequebook. In this regard, freedom of information is a very real issue. Those organisations without access to huge legal departments are hardest hit, further disadvantaging them against corporations who can already outspend them on advertising. Free speech means that in the world of words and ideas, at least, there is an even playing field and undermining that runs against a sense of natural justice.  Sponsors are simply using this to increase an already fairly unfair advantage; many people supported Britain’s bid for the games on the basis that it would offer great benefits to local businesses, legislation restricting their ability to use their geographical and cultural association with the event make that pledge look extremely hollow.  One of the noticeable failings of the Games is just how little positive impact they have had for small business in East London where most of the events are being held added to this, 62% of small businesses think the games will have no impact while 25% believe the impact will be negative [i] and business outside the capital have actually suffered as a result [ii] .  The major sponsors already went into this situation with massive advantages over small traders who had the sole advantage of the geographical proximity to the events. The idea that, for example, Coca Cola can prevent street vendors in the Olympic Village from selling Pepsi is absurd. Coke isn’t planning to make their money back on direct sales of their product around venues but on the prestige it brings them as a global brand.  [i] FSB News Release, ‘Olympics legacy will be damp squib for small firms’, Federation of Small Businesses, 9 January 2011.  [ii] Now Retailers Outside London Suffer From Olympics Effect. Simon Neville. The Guardian. 3 August 2012.