The FIFA Women’s World Cup 2023 is a major event, under the Major Events Management Act 2007.

That means there are certain things businesses can and cannot do between now and 19 September 2023, when the protection period for the event ends.

There are words, phrases and emblems that you cannot use from now until 19 September 2023 in your advertising. This is to avoid any suggestion that your business and the FIFA Women’s World Cup are associated.

The words you cannot use in advertising, window displays, websites, and other marketing, include:

• FIFA
• FIFA Women’s World Cup
• Football Women’s World Cup
• Women’s World Cup Australia 2023
• Women’s World Cup New Zealand 2023

Find out the full list of words, phrases and emblems, on the New Zealand Legislation website.

FIFA Women’s World Cup: Major event words(external link) — New Zealand Legislation

FIFA Women’s World Cup: Major event emblems(external link) — New Zealand Legislation

Ambush marketing is trying to associate a business, brand or product with an event without the event organiser’s permission. You cannot do it during the FIFA Women’s World Cup.

For example, if you run a bar or restaurant, you’re not allowed to have advertising that implies you are associated with the FIFA Women’s World Cup when you are not. This applies even to words like ‘unofficial’.

Clean zones and clean transport routes refer to areas that are given extra protection for specific times (clean periods) to prevent unauthorised advertising, including ambush marketing.

They are around the venues and the FIFA Fan Festivals.

The clean zones and clean transport routes are in the four host cities:

• Auckland
• Hamilton
• Wellington
• Dunedin

There are two main restrictions in and around the clean zones and clean transport routes:

• You can’t do any street trading within the clean zones during clean periods, unless authorised by the event organiser. This does not apply to someone operating an existing business out of its existing permanent premises.
• You can’t put any unauthorised advertising within the clean zone, anywhere clearly visible from within the clean zone (including advertising placed on private property such as a house or commercial building), and along the clean transport route.

For maps of the areas and details of the clean periods, see the notice in the New Zealand Gazette.

Notice Declaring Clean Zones, Clean Transport Routes, and Clean Periods for FIFA Women’s World Cup Venues(external link) — New Zealand Gazette

If you’re an existing business within a clean zone, you can still carry on your business as usual.

And you’re allowed to keep your established business signage up.

For more information about what you can and can’t do, see the guide to the Major Events Management Act (MEMA).

A Guide to the Major Events Management Act 2007 [PDF, 3.4 MB](external link) — New Zealand Major Events

For general information about the event, see the Major Events website.

FIFA Women’s World Cup 2023(external link) — New Zealand Major Events

You can also contact the Major Events team at the Ministry of Business, Innovation and Employment if you have any questions that aren’t answered in the guide or on the website.

Email: majorevents@mbie.govt.nz