July 22, 2008
Online Ad Sparks Notre Dame Response
Notre Dame moved quickly Tuesday to protect the eligibility of two of its most vital athletic performers thanks to, of all things, an online advertisement for cellular ring tones.
The school said it sent a cease-and-desist letter to Cellular Services Worldwide in Boston for its impermissible use of images of quarterback Jimmy Clausen and Big East basketball Player of the Year Luke Harangody in an advertisement that appeared on NDNation.com.
But according to NCAA Bylaw 220.127.116.11, if a student-athlete's name or image is used to promote a commercial product without his or her knowledge, the athlete or the school is "required to take steps to stop such an activity in order to retain his or her eligibility for intercollegiate athletics."
NDNation.com, meanwhile, severed its contract with Google, which placed the ad on the site. Google's software, according to site owner Mike Coffey, examines the context of the page and then posts what it deems to be an appropriate ad.
Coffey said attempts are made to screen for inappropriate content. He also sent a missive to Google, alerting it that some advertisers are creating unnecessary angst over amateurism.
"After I received a call (from Notre Dame on Tuesday), I took Google out of our rotation," Coffey said. "With luck, that hopefully ends the problem."
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