When ambushers attack

When Holland played the Czech Republic in Leipzig during the 2006 FIFA World Cup, the match was characterised more by the confiscation from fans of orange lederhosen handed out by the Bavaria Beer company (the official event sponsor was Budweiser). In Britain's 2006 Olympic and Paralympic Games Act, provision is made to control such ambush marketing tactics, and also Olympic trademark infringements. While some people are aware of this particular legislative provision, most are not, including many businesses. As we head towards 2012 therefore, how many people and organisations are likely to be 'dealt with' under the provisions of the 2006 Act? What proceedings will be taken against them? And what defences might people/organisations have? Will members of the general public and unknowing domestic businesses get caught in the crossfire of the major international ambushing battles that always take place around sporting mega-events? What will be the marketing, commercial and legal ramifications of this for all concerned? Might there also be some issues around civil liberties too, as the movement of people around venues is regulated as the authorities attempt to address the threat of ambushing? At which point will Britain actually start to realise what ambushing is and how the authorities intend to handle the problem, and how will the public react once its members know what is happening?