But Cameron stops short of lifting restrictions before Games are over

David Cameron has backed calls for firms working on Olympics contracts to be allowed to publicise their involvement in the Games.

“It’s vital we don’t allow rules on Olympic marketing to block companies from making the most of that success,” he said.

“So we are working with the British Olympic Association and IOC to make sure Olympic marketing rules do not get in the way.”

But the prime minister stopped short of promising the rules would be scrapped before the Olympics start in July.

A report by Olympic Delivery Authority chairman John Armitt published this week recommended that marketing restrictions should be relaxed as soon as the Games have ended.

But Peter Murray, chief executive at NLA, who has called for the marketing rules around the Olympics to be scrapped, said the recommendation did not go far enough.

“It goes part of the way but why on Earth has he not recommended this happens before the Olympics rather than afterwards?” he said.

“Doing it while the attention of the world is on London – that’s the time when people are going to get the most benefit from it. By October the world’s attention will have moved to Rio.”