Advertisers think they need to be careful this winter. Maybe they do.

Advertisers are treading carefully when it comes to peddling their products and services during February’s Beijing Winter Olympics….

And

Some brands are considering not including any references to the host city in their Olympic marketing efforts, according to advertising and marketing executives. Others plan to run non-Olympic-themed ads during the Games.

Never mind the disingenuousness of advertising on a network during that network’s Winter Olympics coverage, but carefully not mentioning the host city’s name. The who and the where remain obvious. And the who and the where remain the seat of a government that practices genocide and threatens invasion and conquering of other nations.

Nor is it all that hard. There’s no fine line to walk, there’s no need to tread carefully.

The advertisers don’t need to advertise at all on any network during that network’s coverage of this season’s Winter Olympics; let the networks carry the games ad-free. Advertisers can advertise elsewhere during the hours of games coverage to their hearts’ content, just stay true to their putative intent of remaining games-free during with those ads.

And this:

Brands are “concerned how their actions could be interpreted by the Chinese government,” and history has shown that China could take action against them if they speak out[.]

Advertisers don’t need to be cowardly, either. As soon as advertisers surrender themselves to threats of PRC government action, they become prisoners of that government. Advertisers that are American companies should act like Americans, not supplicants of the PRC’s government men.

Let the rest of us ignore the games. We’ll be watching who supports the People’s Republic of China and its atrocities.