Danish soccer player Nicklas Bendtner's ambush marketing stunt will not lead to a series of checks on athletes' underwear during London 2012, a senior International Olympic Committee member insisted.

In June Bendtner was fined by European football governing body UEFA after revealing underpants bearing the name of Irish bookmaker Paddy Power during the European Championships.

Ambush marketing, where companies who haven't paid for the privilege of sponsoring an event still try to gain free publicity on the back of a major sports tournament or match, is a problem senior IOC member Denis Oswald said Olympic officials were determined to combat.

Agence France-Presse