Ambush marketing involves promoting a brand around a major event without being an official sponsor. It allows companies to benefit from consumer attention on the event without paying sponsorship fees. While it can be an effective low-cost strategy, critics argue it is unethical and creates consumer confusion over the event's true sponsors. There are challenges to preventing ambush marketing through legal remedies as it often does not violate trademark or copyright laws unless specific marks are misused. Regulations and anti-ambush laws have been introduced in some countries to address the issue.