2007 IRB Rugby World Cup round-up
The claim was brought by the ANPAA, the French anti-alcoholism association, following the publication by Heineken of four adverts depicting various configurations of Heineken bottles and bottle tops in the shape of rugby balls and rugby players. The adverts appeared in various publications including the supporter's guide produced by L'Equipe, the French sports newspaper.
Alcohol advertising which is aimed at adults is only permitted in the French press and then only to the extent that such adverts promote the qualities of the product rather than associating the product with sporting exercise.
Heineken had previously been threatened with a €1,250,000 fine for advertising its product on banners in French cafés. The company subsequently backed down by removing the offending banners.
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