LONDON, UK (CBS) -- The Olympic Games start this week and sponsors are paying big money to be a part of the games. That has led to a crackdown on the use of symbols and phrases by smaller businesses.
Spectators are even facing rules on what they can wear and eat inside the Olympic park.
Competition hasn't even started but sponsors are already battling for gold. Some are paying as much as $100-million to advertise at this year's summer games. Sir John Armitt, chairman of the Olympic Delivery Authority says, "When they're putting in that amount of money, quite rightly, they want something in return"
Like the right to shut down their competition. Only Visa cards are accepted at cash machines in the Olympic Park. Craving french fries? McDonald's has the exclusive on those.
Spectators wearing logos of rival brands may be turned away. On spectator says, "If it's your own clothes and you're being told you are not allowed into the Olympic Park cause you're wearing a Nike top and I think it's a bit out of order."
British lawmakers even passed legislation forbidding businesses to use the Olympic rings. And they must avoid words like Olympics and London 2012.
But some merchants are finding ways to get around the Olympic restrictions. The owner of one shop changed the logo turning the rings into squares and misspelling the word Olympics and London.
Shop owner Stephen Holt says, "It's a big thing for everyone in the country and not to be able to use the symbols and what have you is a great shame."
London's mayor called the restrictions absurd. Mayor Boris Johnson says, "If you wanna stick five donuts in your window and call them the Olympic rings, be my guest."
But 90-year-old Muriel Butler isn't taking chances. She knitted Olympic rings0but decided not to display them in her local craft shop. She says, "That seemed ridiculous to me really, don't it?"
The so-called 'brand police' are already taking action crossing out names of companies that haven't paid the sponsor fee.