Tag Archives: advertising

BT complain after SKY refuse to show adverts for new sport channel

Sky are a rottweiler and we are a newborn puppy! BT complain after rivals refuse to air their ads for new sport channel

By
David Kent

PUBLISHED:

11:48 GMT, 8 April 2013

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UPDATED:

16:29 GMT, 8 April 2013

With all eyes on the Manchester derby a brand new Premier League rivalry is kicking off behind the scenes between rival networks Sky Sports and BT.

BT bosses have accused BSkyB of being a like a ‘rottweiler running away from a newborn puppy’ after the long-standing network refused to air BT’s new advertising campaign.

The adverts are for BT’s new multi-million-pound network to promote its coverage of the Premier League and other sports beginning in the summer.

Sky Sports

BT Sport

Rivalry: Sky refusing to show BT Sports' advert is like a 'rottweiler running away from a newborn puppy'

Signed up: Gareth Bale will be a pundit for BT once they get underway next season

Signed up: Gareth Bale will be a pundit for BT once they get underway next season

Jeff Stelling

Jake Humphrey

Famous faces: Jake Humphrey (right) will be presenting BT's content, rivaling the likes of Jeff Stelling (left)

BT have now lodged an official complaint with regulators Ofcom claiming that BSkyB have shown ‘undue discrimination’ against them by refusing to run the campaign of adverts.

John Petter, managing director of consumer for BT Retail, told the Guardian: ‘We are happy to take Sky’s advertising but they seem afraid of taking ours. It’s like a rottweiler running away from a newborn puppy.’

Host: BT will be home to some of the biggest games in the Premier League

Host: BT will be home to some of the biggest games in the Premier League

BT spent 738million to take 38 top-flight games next season after the channel launches in July and will also air Premiership Rugby and European Rugby.

But a key part of their strategy of growth is to raise awareness of their new channel by advertising on Sky Sports channels.

The broadcast code states that 'a radio broadcaster must not unduly discriminate between advertisers that seek to have any commercial communication included in its licensed service.'

COMPLAINT FROM BT AGAINST SKY

Ofcom has opened an investigation following a complaint from BT against Sky under Ofcom’s Code on the Prevention of Undue Discrimination between Broadcast Advertisers (“the Code”). Rule 4.1 of the Code states:

'A television broadcaster must not unduly discriminate between advertisers that seek to have advertising included in its licensed service.'

Under section 319 of the Communications Act 2003 ('the Act'), Ofcom has a duty to set standards for the content of programmes to be included in television and radio services, in one or more codes.

Under section 319(2)(k) of the Act, one of the standards objectives Ofcom must secure through such codes is that 'there is no undue discrimination between advertisers who seek to have advertisements included in television and radio services'.

VIDEO: Liverpool keeper Pepe Reina stars as Roman soldier in new film

VIDEO: All hail Reina as Liverpool keeper stars as Roman soldier in new film

By
Dave Wood

PUBLISHED:

13:15 GMT, 19 March 2013

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UPDATED:

19:35 GMT, 19 March 2013

Liverpool keeper Pepe Reina took time out from preparing for crucial World Cup qualifiers to show off his acting skills.

The Spaniard, who is in line to make a rare appearance for the Roja after first choice Iker Casillas was ruled out of the upcoming matches against Finland and France, donned classic Roman garb to star as a soldier in a new short-film called 'Invictus, el correo del Cesar.'

Scroll down for video

Film star: Liverpool keeper Pepe Reina

Film star: Liverpool keeper Pepe Reina

Hot seat: Cesc Fabregas (centre) and David Villa (right) were at the premiere

Hot seat: Cesc Fabregas (centre) and David Villa (right) were at the premiere

The film is directed by Javier Fesser, who has won three Baftas including Best Director and Best Original
Screenplay for 'The Way' in 2008 and Best Live Action Short Film for
'That ritmillo' in 1995.

The film's premiere was held in Madrid on Monday and Spanish stars David Villa, Xavi, Cesc Fabregas and Jordi Alba were among the audience.

The film is being bankrolled by insurance company Plus Ultra Seguros, who also use Reina to front their advertising campaigns.

Reina also used his trip to Spain to reiterate his commitment to Liverpool after being linked as a potential replacement for wantaway Victor Valdes.

'[A move to Barcelona] is not in my hands and the rumour mongering is part of that,' Reina told Spanish newspaper AS. 'They're such a great club, but I'm happy at Liverpool.'

Video: Reina the actor

Liverpool keeper Pepe Reina dons Roman gear for advert

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Nike advert from 2011 features Oscar Pistorius as "the bullet in the chamber"

The bullet in the chamber: How Nike advert described Blade Runner Pistorius in 2011…

By
Mike Dawes

PUBLISHED:

13:14 GMT, 14 February 2013

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UPDATED:

14:00 GMT, 14 February 2013

A Nike advertising campaign has emerged which describes Oscar Pistorius as ‘the bullet in the chamber’.

The advert is believed to date back to 2011 but has re-emerged on the morning the Paralympic gold medallist, one of the most famous athletes on the planet, has been charged with murder following the death of his model girlfriend.

The 26-year-old allegedly shot Reeva Steenkamp, 30, who died of gunshot wounds at his home.

Advert: The Nike poster with Pistorius and the slogan

Advert: The Nike poster with Pistorius and the slogan

Pre-Paralympics: The advert dates back to 2011The advert dates back to 2011

Pre-Paralympics: The advert dates back to 2011

Neighbours called the police and arrived to find paramedics trying in vain to save her life.

Pistorius is due to appear in a Pretoria court tomorrow morning when police said they would oppose a bail application.

Another Nike advert shows a picture of the athlete and reads: ‘I was born without bones below the knee. I only stand 5ft 2. But this is the body I have been given.

'This is my weapon. How I conquer. How I wage my war. This is how I have broken the world record 49 times.

'How I become the fastest thing on no legs. This is my weapon. This is how I fight.’

Police spokeswoman Lieutenant
Colonel Katlego Mogale said police were called to Pistorius' house in the
Silver Lakes district at around 5am local time (3am GMT).

The call
came from a neighbour.

A 9mm pistol was recovered and the woman’s body was removed from the scene.

Pistorius was arrested at the scene as investigations began.

The athlete will appear in court tomorrow morning charged with the murder of his girlfriend

Charged: The athlete will appear in court tomorrow morning charged with the murder of his girlfriend

Double amputee Pistorius made history last summer by competing in the Olympic Games for his country, becoming the first amputee sprinter to do so.

He competed in the 400m and 4x400m relay at the Olympics and won two gold medals in the Paralympics in London.

The Johannesburg-born athlete, who was born without fibulas in his legs and had the limbs amputated below the knee when he was 11 months old, had to win a legal battle over his blades with the International Association of Athletics Federations (IAAF) in 2008 for the right to run in able-bodied competition.

England prepare to face Sweden, but half the Friends Arena is a building site

England fly in to take on Sweden in curtain-raiser at Friends Arena… but half the stadium is still a building site!

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UPDATED:

15:59 GMT, 13 November 2012

It is less than 36 hours until England face Sweden in the official opening of the new Friends Arena in Stockholm — but half the stadium is still in rubble.

As this picture shows, one side of the stadium is still a building site and signs even warn pedestrians of ‘controlled explosions’ going on in the area.

Builders are everywhere and there are cranes and containers all around the stadium and surrounding district.

Is that it Sportsmail's Matt Barlow took this picture, showing half of the Friends Arena stadium in Stokholm in rubble

Is that it Sportsmail's Matt Barlow took this picture, showing half of the Friends Arena stadium in Stokholm in rubble

Rough, but ready: The stadium's exterior looks in need of some work before the stadium is complete

Rough, but ready: The stadium's exterior looks in need of some work before the stadium is complete

Rough, but ready: The stadium's exterior looks in need of some work before the stadium is complete

Inside the ground, the building work is all-but completed (save for a few finishing touches to the advertising hoarding) but outside there is chaos.

This stadium has been built to replace the old national stadium the Rasunda Stadium, which hosted the 1958 World Cup final.

The Arena has been built in a brand new development in the Solna district.

There are still no signs to offer any of the expected 50,000 crowd any clue where to go and parts of the stadium are clearly not ready to be used for Wednesday night’s match.

Stage is set: The inside of the 50,000-seater stadium looked polished and ready to host Wednesday's friendly when this photo was taken this afternoon

Stage is set: The inside of the 50,000-seater stadium looked polished and ready to host Wednesday's friendly when this photo was taken this afternoon

Immaculate: The Sweden team train inside the stadium yesterday, which looks fit for purpose for Wednesday's clash

Immaculate: The Sweden team train inside the stadium yesterday, which looks fit for purpose for Wednesday's clash

Test run: The Sweden players trained underneath the retractable roof in the 50,000-seater stadium

Test run: The Sweden players trained underneath the retractable roof in the 50,000-seater stadium

Though winter is approaching quickly in Scandinavia, the players won’t need any gloves or hats because the 50,000-seat stadium’s retractable roof will be closed, and the temperature inside is likely to reach 20 degrees.

The embarrassing scenes that saw England’s World Cup qualifier against Poland called off for flooding will not be repeated.

Messy: Building materials can be seen left lying around in this part of the Friends Arena

Messy: Building materials can be seen left lying around in this part of the Friends Arena

The Friends Arena is replacing the soon-to-be demolished Rasunda Stadium, the home of Sweden for 75 years. Sweden also hosted England when Rasunda was inaugurated in 1937. England won 4-0 after three first-half goals by Fred Steele.

England also won the last encounter between them, in the group stage of the European Championship in June, rallying to a 3-2 victory that eliminated Sweden.

Ready lads Wilfried Zaha (right) and Raheem Sterling (left) flew out to Stockholm with the England team from Manchester Airport today

Ready lads Wilfried Zaha (right) and Raheem Sterling (left) flew out to Stockholm with the England team from Manchester Airport today

New boy: Zaha is still undecided whether he will choose England or the Ivory Coast to play competitive international football for

New boy: Zaha is still undecided whether he will choose England or the Ivory Coast to play competitive international football for

Joe Bennett cuts leg similar to Wayne Rooney injury – picture

That's a slice of bad luck: Bennett injury reminiscent of Rooney's horror cut

|

UPDATED:

20:03 GMT, 7 October 2012

Aston Villa's Joe Bennett was taken to hospital for treatment on a nasty gash on his leg – much like the injury which recently ruled Wayne Rooney out for a month.

The defender was left reeling in agony after colliding with an advertising hoarding following a tussle with Gareth Bale during the match at White Hart Lane.

Game over: Bennett was taken off on a stretcher after gashing his leg

Game over: Bennett was taken off on a stretcher after gashing his leg

Enlarge

Ouch: Bennett suffered this injury after colliding with the advertising hoardings

Ouch: Bennett suffered this injury after colliding with the advertising hoardings

Villa boss Paul Lambert confirmed his player had been taken to a local hospital to have the wound treated.

He said: 'I think he has gone to hospital to get stitched up. It was quite a nasty cut.'

The deep wound on the shin of his left leg was reminiscent of the horror-injury sustained by Rooney after Hugo Rodallega's studs sliced into his thigh in August.

The Manchester United striker was sidelined for four weeks after undergoing surgery to to stitch the cut back together and revealed the studs of Rodallega's boots missed slicing a major artery by just milimetres.

The news comes following another defeat
for Villa and manager Paul Lambert felt Christian Benteke's miss proved
crucial in the defeat, which saw the visitors drop to 16th in the table.

The striker, signed from Genk this
summer, missed a free header from Gabriel Agbonlahor's cross early in
the second half after Villa intercepted Lloris' mis-directed throw.

Cut above: Rooney suffered a similar injury earlier this season

Cut above: Rooney suffered a similar injury earlier this season

Cut above: Rooney suffered a similar injury earlier this season

'That was a big moment,' Lambert said.

'When you have chances like that at a place like this you have to put them away.'

Lambert's decision to field Benteke ahead of Darren Bent was a surprise one given that the England striker had come off the bench to score a crucial equaliser against West Brom last week.

The Scot defended the decision tonight, saying: 'Christian gives you a different option.

'Darren's threat is going in behind. That was the only reason why we did it.

'Tottenham's full-backs are going to bomb on at every opportunity so that's why I went with that decision.

Darren has been fine about it.'

Heart of the action: Bennett's team lost 2-0 in the clash at White Hart Lane

Heart of the action: Bennett's team lost 2-0 in the clash at White Hart Lane

John Terry: Black players set to snub Kick It Out campaign

Black players set to snub Kick It Out campaign in protest at Terry ban

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UPDATED:

06:43 GMT, 28 September 2012

Black footballers are reportedly set to boycott the FA-backed Kick It Out campaign after John Terry was banned for four games and fined 220,000 for racially abusing Anton Ferdinand.

The Chelsea captain will miss half as many games as Luis Suarez who was suspended for eight games for repeatedly abusing Manchester United's Patrice Evra,

And although the FA's punishment followed their own guidelines, black players feel they have been let down.

Verdict: John Terry was found guilty of racially abusing Anton Ferdinand

Verdict: John Terry was found guilty of racially abusing Anton Ferdinand

According to the Daily Mirror, they do not believe there should be a distinction in punishment between a single and repeated use of abuse.

And Kick It Out's annual awareness drive in October is being targeted as the players bid to make their feelings known.

Meanwhile, Terry's future is shrouded in uncertainty following the announcement.

Terry expressed his 'disappointment', claiming the verdict went against his acquittal at Westminster Magistrates Court in July.

Differing: Luis Suarez (left) was banned for eight matches last season

Differing: Luis Suarez (left) was banned for eight matches last season

But the FA’s independent four-man panel left a significant stain on an already battered reputation. Terry has lost the England captaincy, chosen to retire from international football and seen major sponsors desert him.

As Sportsmail revealed at the time, Umbro were quick to remove Terry from their major advertising campaigns last season and had no intention of renewing a multi-million pound deal that expired in the summer.

The verdict will be followed by a written report in the next week. It took 10 days to issue the report on the Luis Suarez case, but the FA hope to be faster on this occasion.

In their statement, the FA made it clear the 31-year-old had been punished for using racist language towards Ferdinand at Loftus Road last October.

They said: ‘The Football Association charged Mr Terry with using abusive and/or insulting words and/or behaviour towards Queens Park Rangers’ Anton Ferdinand and which included a reference to colour and/or race contrary to FA Rule E3[2] in relation to the Queens Park Rangers FC versus Chelsea FC fixture at Loftus Road on 23 October 2011.

Cleared: Terry faced a court case this summer regarding the same incident

Cleared: Terry faced a court case this summer regarding the same incident

‘Mr Terry has the right to appeal the decision of the Independent Regulatory Commission to an Appeal Board. An appeal must be lodged within 14 days from receipt of the written reasons for the decision.’

John Terry race case: FA find Chelsea captain guilty

The pariah: Terry faces uncertain future after FA find him guilty in Ferdinand race case

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UPDATED:

23:11 GMT, 27 September 2012

John Terry's future was shrouded in uncertainty after he was banned for four matches by the FA and fined a record 220,000 for racially abusing Anton Ferdinand.

Terry expressed his 'disappointment', claiming the verdict went against his acquittal at Westminster Magistrates Court in July.

But the FA’s independent four-man panel left a significant stain on an already battered reputation. Terry has lost the England captaincy, chosen to retire from international football and seen major sponsors desert him.

Day four: Terry received a four-match ban

Day four: Terry received a four-match ban

Day four: Terry arrived at Wembley with a verdict imminent

As Sportsmail revealed at the time, Umbro
were quick to remove Terry from their major advertising campaigns last
season and had no intention of renewing a multi-million pound deal that
expired in the summer.

The verdict will be followed by a written report in the next week. It took 10 days to issue the report on the Luis Suarez case, but the FA hope to be faster on this occasion.

In their statement, the FA made it clear the 31-year-old had been punished for using racist language towards Ferdinand at Loftus Road last October.

Back in action: Terry featured against Wolves on Tuesday night

Back in action: Terry featured against Wolves on Tuesday night

They said: ‘The Football Association charged Mr Terry with using abusive and/or insulting words and/or behaviour towards Queens Park Rangers’ Anton Ferdinand and which included a reference to colour and/or race contrary to FA Rule E3[2] in relation to the Queens Park Rangers FC versus Chelsea FC fixture at Loftus Road on 23 October 2011.

‘Mr Terry has the right to appeal the decision of the Independent Regulatory Commission to an Appeal Board. An appeal must be lodged within 14 days from receipt of the written reasons for the decision.’

The fine for using the words ‘f****** black ****’ is the highest ever levied on an individual by the FA. It may be no coincidence that it corresponds to Terry’s weekly wage at Chelsea. Suarez was fined 40,000 for racially abusing Manchester United’s Patrice Evra last season and in setting that figure, the independent panel said they ‘took account of the information that was placed before us about his weekly salary’.

All parties concerned stressed last night that they would wait for the written report before considering their next move.

Ferdinand, who was among those who gave evidence over the three-day hearing at Wembley this week, will not respond until he has read the full report. The FA have adopted the same position. They could appeal, arguing that four matches is not enough, but that is considered unlikely.

Chelsea, who ban for life any fan who uses racist language at Stamford Bridge, also want to see the report. A statement read: ‘Chelsea Football Club notes and respects today’s decision. We also recognise that John has the right to appeal that decision. It is therefore inappropriate for us to comment further.’

Precedent: Suarez (left) was banned for eight matches last season

Precedent: Suarez (left) was banned for eight matches last season

Cleared: Terry faced a court case earlier this summer regarding the same incident

Cleared: Terry faced a court case earlier this summer regarding the same incident

A spokesman for Terry said the player
was ‘disappointed’ the FA had reached a ‘different conclusion’ from the
‘not guilty verdict of a court of law’.

The
FA also came in for criticism. Why was Terry’s ban only four matches
when Suarez received eight for racially abusing Manchester United’s
Patrice Evra

And why,
once again, has a verdict been issued without a simultaneous written
explanation that removes any questions about the punishment.

Old pals: Jose Mourinho has defended his former captain, saying he is not a racist

Old pals: Jose Mourinho has defended his former captain, saying he is not a racist

Twitter on Terry

On the latter point, the FA will
argue that it is part of their disciplinary process. Some mitigation has
to follow the verdict before a written report is then submitted by the
QC leading the panel.

The
identity of the panellists — beyond former England winger Stuart
Ripley, now a sports lawyer — remained a closely guarded secret last
night because they wish to limit the personal abuse they might receive
in such a high- profile case.

In
the eyes of many, the length of the ban does seem bizarre. For that
particular FA charge the statutory punishment is four matches and Suarez
received more because he repeated the word ‘negro’.

But a four-match ban for the use of racist language does seem lenient. Last season Ruesha Littlejohn, at the time a player for Liverpool Ladies, received a six-match ban for tweeting a joke that made reference to sexual orientation.

As Gary Lineker tweeted: ‘The FA find John Terry guilty and give him a 4 match ban and 220K fine. Just one game more than a regular red card’

Lord Ouseley, the chairman of football’s anti-racism body Kick It Out, said he hoped football could learn from this case.

'This isn’t about John Terry being a racist and clearly no-one should be accusing him and nobody has accused him of that,' he said. 'But we’ve all got to pull collectively to move forward in a way that makes football a better place where the sort of language that is used every day and on the field of play has to stop.'

JOHN TERRY – HIGHS AND LOWS

HIGH – Makes Chelsea debut against Aston Villa in October 1998.

LOW – Is one of four players fined two weeks' wages by Chelsea after their behaviour at a Heathrow hotel is criticised on the day after the terrorist attacks of September 11, 2001.

LOW – In 2002, Terry and Chelsea team-mate Jody Morris are cleared after being charged with assault and affray in connection with a nightclub incident. Terry, uncapped at the time, is ruled out of the World Cup by the FA until the legal case is completed.

HIGH – Makes England debut as substitute against Serbia and Montenegro in June 2003.

HIGH – Appointed Chelsea captain as the successor to Marcel Desailly in August 2004.

HIGH – Succeeds David Beckham as England captain in August 2006.

Moscow tears

LOW – Misses crucial kick in a penalty shoot-out to decide the 2008 Champions League final against Manchester United, who go on to lift the trophy.

LOW – In December 2009, Chelsea are forced to defend Terry after allegations he took secret cash payments to lay on a behind-the-scenes tour of the club's training ground.

LOW – In January 2010, Terry is named as the sportsman behind a gagging injunction involving his private life. A court order had previously been in place, covering an alleged relationship between married Terry and French model Vanessa Perroncel, a former partner of team-mate Wayne Bridge.

LOW – Is axed as England captain in February following a meeting with Fabio Capello.

LOW – Bridge refuses to shake Terry's hand before Chelsea's match with Manchester City on February 27.

HIGH – Is restored to the role of permanent England captain by Capello in March 2011.

LOW – In October 2011, Terry is accused of making a racist slur against Anton Ferdinand during Chelsea's defeat at QPR. A police investigation is launched which culminates in the Crown Prosecution Service announcing that charges would be brought. In February 2012, West London Magistrates' Court rules that Terry should stand trial in the week beginning July 9.

Snub

LOW – Terry is stripped of the England captaincy for a second time on February 3. The decision was taken by members of the 14-strong FA board, without consulting Capello. Capello resigns as England manager on February 8, two days after criticising the decision to strip Terry of the captaincy.

HIGH – Terry captains Chelsea to a famous 1-0 victory over Barcelona in the first leg of their Champions League semi-final encounter at Stamford Bridge on April 18.

LOW – A week later, Chelsea's hopes in the second leg at the Nou Camp are hit when Terry is shown a straight red card for inexplicably kneeing Alexis Sanchez from behind in the first half.

HIGH – Is cleared at Westminster Magistrates' Court on July 13 of making a racist insult to Ferdinand, but two weeks later is charged by the FA with using abusive and/or insulting words and/or behaviour towards the QPR defender. It is further alleged that this included a reference to the ethnic origin and/or colour and/or race of Ferdinand. Terry denies the charge and requests a personal hearing.

LOW – Announces his retirement from international football on September 23, shortly before the start of his personal hearing to answer the FA charge.

LOW – Banned for four matches and fined 220,000 by an FA independent regulatory commission.

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Greene and Ennis reject calls by US athletes to reform sponsorship on kits

Greene and Ennis reject calls by US athletes to reform sponsorship on kits

PUBLISHED:

19:45 GMT, 1 August 2012

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UPDATED:

19:47 GMT, 1 August 2012

Britain's top athletes slapped down an American Twitter campaign to force the International Olympic Committee to allow corporate advertising on kits.

Team captain Dai Greene and heptathlete Jessica Ennis both disagreed with the views of those campaigning for changes to the IOC’s Rule 40, led by 400 metres world champion Sanya Richards-Ross.

‘I think that people get too wrapped up in the money side of things,’ said Ennis, the favourite to win gold in the heptathlon. ‘As athletes we just want to go out there and perform to the best of our abilities.

Concerned with track matters: Ennis

Concerned with track matters: Ennis

‘It’s all about a medal, that’s our reward. The extra things are a bonus. It is not about that and I think it would take away from how special it is to actually make the team and win a medal.’

Ennis has been paid hundreds of thousands of pounds by corporate sponsors such as BP, Omega and Powerade this year but Rule 40 forbids her mentioning those who are not official IOC sponsors on her website or in tweets for 30 days during and around the Games.

And Greene, the world 400m hurdles champion who gave up a potential career in professional football to pursue athletics, agreed with her.

Working his socks off: Greene

Working his socks off: Greene

‘As athletes growing up we never take part in the sport for financial gain. I would have stayed in football if that was the case,’ said Greene.

‘I don’t think any of us think for one second that we deserve the right to be paid here. We’ve all worked our socks off because we want to be gold medallists. That’s enough payment for us.’

London 2012 Olympics: Round-the-clock dope testing for athletes begins

Round-the-clock dope testing for athletes begins in bid to prevent scandals

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UPDATED:

23:44 GMT, 15 July 2012


Campaign: Phillips Idowu

Campaign: Phillips Idowu

Half of all London Olympics competitors will be tested for drugs in what is being billed as the biggest anti-doping operation in the history of the Games.

A team of 150 scientists will take more than 6,000 samples between Monday and the end of the Paralympic Games on September 9 in a bid to ensure the Games are not tainted by disqualifications and scandals like those which have happened in the past.

The London 2012 anti-doping laboratory, operated by GlaxoSmithKline (GSK), Locog and King's College London, will be in operation 24 hours a day, seven days a week.

Among those tested will be every competitor who steps on to the medal-winners' podium.

UK competitors Phillips Idowu, Beth Tweddle, David Weir, Graham Edmunds and Marlon Devonish are to appear in a television and billboard advertising campaign run by GSK to highlight the importance of the anti-doping operation and the science behind it.

Sprinter Devonish, who won Olympic gold in the 4×100 metres relay at the 2004 Athens Games, said: 'Winning an Olympic medal is the best feeling in the world and as an athlete it's so important to know that anyone who stands on the podium has got there through their own hard work and dedication, not by doping.'

Testing will take place at the London 2012 lab in Harlow, Essex, with the scientists led by Professor David Cowan from the Drug Control Centre at King's College London.

More than 1,000 people will staff the lab, with up to 400 samples tested every day for more than 240 prohibited substances.

Drugs have been in the spotlight after sprinter Dwain Chambers and cyclist David Millar had their British Olympic Association lifetime bans for drug-taking overturned by the Court of Arbitration for Sport (CAS).

Lifetime bans overturned: Dwain Chambers (left) and David Millar (right)

Lifetime bans overturned: Dwain Chambers (left) and David Millar (right)

Lifetime bans overturned: Dwain Chambers (left) and David Millar (right)

Both will compete at the London games. Double gold medal-winning Paralympic swimmer Graham Edmunds, who was part of the winning 4x100m freestyle relay teams in Athens and Beijing, will appear on a giant advert for the doping programme on the side of GSK's headquarters in Brentford, west London.

'Winning medals is like an addiction; once you have one, you want another,' he said.

'It's my biggest motivation. And knowing you've reached the podium because of all the hard work you've put in; nine sessions a week, two hours each session, three gym sessions a week for four years, is the greatest feeling.

'I'm confident that everything possible is being done to catch drug cheats at London 2012 and that makes these Games really special.'

Jamie Redknapp: No more pre-match handshakes

It's time to end the embarrassing pre-match handshakes

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UPDATED:

21:31 GMT, 13 July 2012

In 2004, when the pre-match handshake ritual was introduced in England, Premier League chief executive Richard Scudamore said: ‘It’s not a handshake that says everybody loves everybody else.

'It’s a handshake that says, “Whatever c**p’s gone on before now and whatever c**p will go on after this game is over, for the next 90 minutes, let’s just play a game of football”.’

I’ve never understood it. What does it achieve

Spat: Luis Suarez and Patrice Evra almost came to blows before a Premier League match at Old Trafford after the latter accused the former of racism

Spat: Luis Suarez and Patrice Evra almost came to blows before a Premier League match at Old Trafford after the latter accused the former of racism

Recently, we’ve had clubs given permission not to shake hands because of bad feeling and players refusing to do it. TV advertising breaks are scheduled around the handshake, in case there is a story not to be missed.

How did it get to this

Handshakes should be reserved for the captains and officials before the toss and as a spontaneous gesture when the contest is over. The rest of it is nonsense.

I agree with the theatre of two teams entering the field together — like gladiators entering the arena, ready for the battle ahead. Side by side, it adds to the sense of occasion.

Infamous: Wayne Bridge snubbed John Terry after allegations about an affair between the Chelsea skipper and Bridge's former girlfriend

Infamous: Wayne Bridge snubbed John Terry after allegations about an affair between the Chelsea skipper and Bridge's former girlfriend

But the incendiary incidents that we have seen in the last two seasons mean the handshake is more of a story than the match. Liverpool versus Manchester United, Chelsea versus QPR, Chelsea versus Manchester United . . . will they or won’t they shake hands this season

It has to be the same rule for everyone. We can’t have QPR and Chelsea being given special dispensation because of bad feeling, but everyone else has to get on with it. It causes embarrassment to players and to the game. Let’s stop it now before it causes any further embarrassment.