2 Dutch women arrested in World Cup ambush marketing case in South Africa

2 Dutch women arrested in ambush marketing case

JOHANNESBURG — South African police say two Dutch women have been arrested at their Johannesburg hotel over allegations they took part in an ambush marketing campaign at a World Cup match.

The two women were due to appear at Johannesburg Magistrates Court later Wednesday and face charges including the Contravention of Merchandise Marks Act.

A group of Dutch women attended a Netherlands-Denmark game wearing dresses paid for by a brewery company. They said they were ordered from the stadium by FIFA officials who accused them of ambush marketing, meaning a company benefits from an event without paying for advertising.

Police say “we view ambush marketing in a very serious light and we urge people not to embark on these ambush campaigns.”