Wine Law

ADVERTISING IN FRANCE: A FOOL’S GAME? 309 to promote alcohol, it seems that it is not enough that they might “remind” of alcohol, it should also be proven that they have the effect to promote directly or indirectly the product. Arguably, that decision could have an important impact on the scope of indirect advertising in editorial contents. 3.2. Towards a Middle Path Regarding Sponsorship? Regarding sponsorship, there has been a recent decision pertaining to a festival for which the billboard was showing the name of the Brasseries Kronenbourg 46 , leading to an exciting breakthrough in the dichotomy between sponsorship (not allowed) and corporate philanthropy (allowed). The Court held that, in this case, it was not a sponsorship because the Brasseries Kronenbourg did not pay for their visibility and the company only appears as a commercial partner since the festival actually bought the bears from them. Besides, it is not the trademark that appears in the billboard but the institutional denomination. The ANPAA declared that it appealed this decision 47 . 46 TGI Paris, 24 May 2017, no. 14/14261. 47 Source: https://www.anpaa.asso.fr/presse/espace-presse/956-decisions-2017-publicites-alcool-bilan- positif-combat-continue.