Has FIFA claimed our flag?

According to this article, FIFA has ordered budget airline Kulula.com to pull its advert that says the airline is the "Unofficial National Carrier of the You-Know-What".

Apparently, the following terms are also protected by law and may result in legal action from FIFA if your business uses them for promotional purposes:
2010 FIFA World Cup South Africa
2010 FIFA World Cup
FIFA World Cup
World Cup
2010 World Cup
World Cup 2010
South Africa 2010 or SA 2010 or ZA 2010
2010 South Africa
Football World Cup
Soccer World Cup

I'm sorry, but I think it's crazy that "2010 South Africa" is not allowed! What if you sell SA wildlife calendars? In fact, FIFA has been given exclusive rights to the word "2010" in South Africa. Bizarre. I've never heard of anyone being awarded rights to a year before.

FIFA seems to have taken ownership of the use of our national flag, depictions of vuvuzelas and any mention of soccer too. Sorry to everyone who's paid to be a sponsor of the Premier Soccer League - you probably won't be allowed to advertise your involvement with the sport that must not be named.

Strange, when to date the general understanding has been that ads referencing general football terms and imagery are ok as long as they don't make use of the FIFA and World Cup trademarks and symbols.

I understand that FIFA is protecting the rights of its commercial partners and all the rest, but am I the only one that thinks this is a bit OTT?