Qatar 2022: Budweiser (beer), sponsor of FIFA, sanctioned in France for illegal advertising

Budweiser, an American beer brand owned by Belgian brewer AB InBev, has been ordered to withdraw its "Buuuuud" campaign launched for the 2022 World Cup from the public space following a decision by the French courts, announced Addictions France, the association behind the referral, on 09/12/2022. The brand is an official sponsor of the World Cup (2^nd level) with FIFA.

Budweiser had been taken to court by Addictions France, which "had referred to the interim relief judge a series of practices contrary to the Evin law (which governs alcohol-related advertising) on the occasion of the 2022 World Cup," explained the association. Budweiser was accused of displaying the slogan "Buuuuud" referring to celebrations in the event of a goal and the claim "King of Beers" on "unauthorised media" including trams in several French cities.

"For Addictions France, it was clear that the campaign was designed to capture the attention of the general public, including young people, by associating the brand with the explosion of joy felt by the fans during the competition. From 11/12/2022 and for a period…