Carlsberg was top tackler of ad rules in Euros

With probably one of the best-known brand slogans in the world, it is unsurprising Carlsberg proved wiliest at circumventing local regulations designed to protect children from alcohol advertising during Euro 2016.

A study entitled Foul Play: Alcohol Marketing During UEFA Euro 2016 shows the drinks industry paid little heed to the spirit of the law governing alcohol advertising, which in France, where the tournament was played, includes a ban on TV advertising.

Alcohol producers got around the regulations using “alibi marketing” — indirect brand references rather than the product name. Carlsberg used “Probably the best in the world” on electronic pitch-side advertising and was the most featured brand during the tournament.