Ambush marketing can lead to legal action when a rights holder claims that a campaign infringes its protected event rights. The dispute may begin with a demand to stop or remove the campaign and move to court if the issue is not resolved.
For an infringement claim to proceed, the rights holder must own or control a legal right affected by the campaign.
When a campaign copies protected branding or makes the brand appear to be an official sponsor, the owner may claim that its rights were violated.
After discovering the campaign, the rights holder can record the unauthorized use and decide whether to enforce its rights.
A demand letter gives the brand an opportunity to stop the campaign before the rights holder asks a court for an injunction or damages.