Well let’s start from the beginning: during the Olympics beer brewer Heineken has sponsored a daily talk show on television. In this program, sportsmen were interviewed. Some very happy after a winning a medal, others disappointing after losing a game. Some of the sportsmen were drinking a beer, of, of course, Heineken.
In the Netherlands we have the rule that alcohol should be reluctantly promoted. Moreover, advertisements during a television program must comply with severe rules. Now someone filed a complaint with the Commission that supervises these rules: this program included illegal product placement (directed shots of beer) , all the waiters were wearing Heineken clothing, the decoration was Heineken green etc.
The Commission denied this complaint which now has been confirmed in Appeal. While showing people who are drinking beer can be seen as an advertisement, the program did not show illegal form of advertisements after all: no evidence was found of excessive or irresponsible drinking.
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