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My Lords, it is not for the Government to persuade LOCOG to lift the ban because these firms will have signed a contractual arrangement when they made the contract with LOCOG in the first place. Of course they can promote their wares as long as they are within the context of the terms of the contract. As the noble Lord says, we have to ensure that they cannot promote their involvement in the Games in a way that undermines the exclusive marketing rights of the London 2012 sponsors. However, there are many other occasions and ways in which the Games will provide a focus for the very businesses that he wishes to support.