Olympic organisers have enforced strict rules to protect official trademarks, deploying about 250 uniformed "brand police" on the streets of the capital to ensure businesses do not piggyback off the world's biggest sporting event.
The rules are simple: no one outside a small band of official sponsors such as McDonalds or Adidas is allowed to make a profit by creating an association with the Games.
It is not the rules themselves that have irked some Londoners but their stringent enforcement and phrases such as "absurd" and "police state" - often used jokingly but with a shade of resentment - frequently crop up in conversation.
"It's mad. It just seems... that corporations are being looked after but not the people," said Lewis Parrin, 22, who runs a stall selling jewellery and watches in London's eastern district of Stratford where the main Olympic venues are located.
"It's quite scary, really. It's like a police state." Another vendor nearby, when asked about a display of Olympic mascots on his makeshift stall, choked on his sandwich and removed them hastily. "I am glad you reminded me," he said.
London is buzzing with curious stories of those who have found themselves on the wrong side of the brand police such as a stall owner who was told off for displaying the London 2012 logo and a butcher in a town hosting sailing events who had to remove a sign showing the Olympic rings made from sausages.
On a quiet side-street within walking distance of the Olympic stadium where the Games open officially on Friday, a cafe called Olympic has had to paint over the letter "O" to comply with the rules.
Some have taken a more radical approach with a subversive new campaign mocking the policing and the brands themselves - a theme that has struck a chord with many in London's eastern areas where unemployment and social resentment run high.
On Monday, a pair of activists calling themselves guerrilla artists chose a busy street in east London to put up a giant protest billboard showing rows of police lined up against a dark background, and a slogan reading "INSPIRE A GENERATION".
Some passers-by paused to look, bewildered. An Olympic-style logo in the bottom right corner of the billboard read: "Official Protester of the London 2012 Olympic Games".
"The problem with Olympic advertising is that there is no ethics. It's supposed to be about excellence but it's not reflected in their branding partners," said one of the activists, who asked to be identified only by his nickname Del.
"Local businesses have been there for generations (but) they can't even promote things made locally. How is London supposed to prosper, really? It's sucking out their sense of pride and enjoyment."
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