The Brazilian unit of The Coca-Cola Co has been ordered to pay compensation to the Brazilian Football Confederation (CBF) for the improper use of images in an advertising campaign in the country.

The Superior Court of Justice (STJ) upheld a lower court ruling earlier this week that had found in favour of the CBF. Coca-Cola Indústrias was found to have used unauthorised images in a campaign that ran in Brazil in 2009.

The Third Chamber of the STJ endorsed a sentence previously passed by the Justice Tribunal in Rio de Janeiro, which found that the company had profited from misuse by imitation of a uniform that is property of CBF during Brazil's World Cup 2010 qualification campaign.

STJ rapporteur Villas Bôas Cueva said the advertising push utilised approximated symbols ... with the objective of “using an image with rights reserved to CBF”.

Rio's Justice Tribunal had determined that the value of lost profits will be determined through arbitration.

Expert analysis

The Brazilian Soft Drinks Market: What Consumers Drink and Why?

The Brazilian Soft Drinks Market: What Consumers Drink and Why?

This report provides the results for the Soft Drinks market in Brazil from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an...read more