Just a couple miles from the Olympic park, two men rapidly paste up a billboard.<br/> <br />The image left behind is of ranks of poli cemen, with the slogan 'inspire a generation', and an Olympic logo denoting 'official protester' instead of official sponsor.<br/> <br />It is a calculated act of 'brandalism', an artistic protest over the corporate branding of the London Games -- an issue that has caused frustrations in the city over the promotion and protection of particular sponsors.<br/> <br />Local businesses have been concerned by the special "brand police" out on the streets - safeguarding the commercial rights of its official sponsors and dealing heavy fines for anyone even vaguely associating themselves with the games.<br/> <br />This cafe, for instance, was made to take the "O" out of its name until the Games are over.<br/> <br />Public concern over how far such protection would be pursued was aroused a week before the Games when chairman Seb Coe appeared to suggest members of the public could be prevented from wearing the logos of non-sponsors at Olympic events.<br/> <br />But Olympics Minister Hugh Robertson says this will not be the case.<br/> <br />(SOUNDBITE) (English) HUGH ROBERTSON, OLYMPICS MINISTER, SAYING:<br/> <br />"You cross the border if you get a group of people all turning up in Pepsi t-shirts and it then turns into ambush marketing. That's the point at which one turns into the other. But individuals wearing Pepsi t-shirts will not be banned at the games."<br/> <br />The Olympics generates 10 percent of its money from sponsorship deals that allow a select number of companies to sell merchandise with the official logo and general association to the event.<br/> <br />Sarah Sheffer, Reuters
