It is important not to confuse two issues. The ongoing ‘Battle of the Brands’ between, for example, Coke and Pepsi or McDonalds and Burger King are the focus of the sponsors. It really seems unlikely that the directors of McDonalds lose a lot of sleep over competition from a family butcher in Dorset. The problem has come because the butcher is caught in the crossfire. It’s worth noting that that butcher has received the sort of media coverage that money really can’t buy, so he’s probably not complaining too much. It may have been wise to draft the legislation so that it only applied to companies of a certain size but, in reality, it only affects large-scale efforts to circumvent the rules. [i]  [i] London 2012: Organisers clarify rules on branded clothing for spectators. BBC website. 20 July 2012.