Fifa targets 2010 ambush marketers

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The governing body has targeted the Eastwood Tavern, a sports bar in Pretoria, Executive African Trading, which produces key rings and ornaments and World Cup Homes, which is offering accommodation for the tournament.

The cases mark the first time that civil litigation, based on unlawful competition, has been brought against parties accused of transgressing the criminal provisions of the Merchandise Marks Act.

Owen Dean of Spoor and Fischer, the legal firm acting for Fifa, said the organisation is determined to take action against “recalcitrant” violators. The World Cup is expected to generate over R50bn for South Africa.