Despite proposed legal proceedings by the cheeky bookmaker; Olympics "brand police" have shown a softer side, with both parties reaching a peaceful solution.


According to Marketing Week:


The London Organising Committee of the Olympic Games (LOCOG) had instructed JCDecaux to take the billboard ads down from London train stations, prompting the bookmaker to mount a legal challenge.
Paddy Power’s legal firm Charles Russell was set to enter the High Court in London to seek a court order against LOCOG when LOCOG's law firm Freshfields informed Paddy Power it would no longer push for the ads to be taken down.
A spokesperson from Paddy Power said: "This is a victory for common sense and for each and every one of our customers and fans who supported us along the way.

"The athletes of London, France will be breathing a collective sigh of relief this afternoon. May the Games begin!"

LOCOG are the infamous protector of Olympic sponsors, fiercely denying the opportunity for non-sponsor brands to use any ambush marketing strategies that might disrupt the meticulously-advertised experience.

A spokesman for LOCOG had not responded to a request for comment on the change in its position by the time of publication.
This morning a London 2012 spokesperson said: "We can take a joke, but as you would expect we had to draw the line at the provocative references to LOCOG."