The court stated that the goals of using a sponsor’s name, emblem, trademark, etc., during a televising programme coincide with those of advertising, i.e., to increase the popularity and demand of products, in the particular case, the beer products of Carlsberg. Next, the court inferred that a trademark can also fulfil the functions of advertising within the meaning of Article 1 of the Advertising Law (implementing Article 2(a) of Directive 2006/114/EC). The court concluded that the trademark used in the sponsor reference constitutes advertising of the company’s products. Thus, the defendant had to include a warning relating to consumption of alcoholic beverages.