OLYMPIC chiefs plan to tighten their rules on commercialism to stop the world's most prestigious sporting event being degraded by street vendors selling junk memorabilia.

This summer's Atlanta Olympics were heavily criticised for commercial excesses, with the large number of city backed private vendors clogging the city centre and making the Games look like a huge flea market.

International Olympic Committee (IOC) officials expressed their concern in Laasanne yesterday that some products could damage the image of the Games and promised that there would be tougher rules in the future.

"We learn from every Olympic experience," IOC vice president Dick Pound said. "By recent experience we will take a look at the host city contract to deal with the ability of a host city to ambush the Olympic organising committee."

The IOC has a number of official sponsors and rules about how the Olympics Games can be used in advertising. Pound warned the IOC would not give the Games to cities in the future unless they agreed with their commercial plans.