Warnings over RWC piggy-backing

International high-profile companies are among a raft of businesses who have been warned by the Rugby World Cup organisers to stop associating themselves with the event.

Ross Young, general manager of Rugby World Cup Ltd (RWCL), said for legal reasons he could not disclose who the offending companies were, but a "reasonable number" of educational letters have been sent out.

Under the Major Events Management Act (Mema), businesses can be fined up to $150,000 for creating an impression that they are associated with the tournament or using protected terms and emblems.

Protected terms include the words Rugby World Cup or World Cup 2011.

Earlier this year Winesale, an online wine and beer seller, received a warning for stating in an online newsletter: "The Rugby World Cup is getting closer. Have you tried our Argentinean beer?"

Winesale's general manager Michael Mebus said at the time that RWCL had gone too far. "If we want to refer to it, we'll have to call it, "the big tournament in September"," he said.

Ross said if Winesale had been the only case, the organisers would not have been concerned, but it had not been an isolated incident and turning a blind eye might make larger offences difficult to stop.

Offenders had also not been isolated to New Zealand. Some had been overseas businesses, "especially the ones that are potentially linked as commercial partners to some of the participating teams".

Most had been in the service sector, "people who normally directly benefit from tourists and other types of businesses" that visitors would need during the cup period.