The Comité Interprofessionnel du Vin de Champagne (CIVC) believes that advertisements by a Belgian beer brewer using terminology associated with Champagne "are not likely to be allowed" following a recent ruling on misleading advertising by the European Court of Justice (ECJ).

Charles Goemaere, who is in charge of protecting the name of Champagne at the Comité, told just-drinks today (26 April) that Champagne firm Veuve Clicquot, which brought the case, regarded it as "a matter of interpretation".

Although the ECJ gave the beer ads the go-ahead in principle, he said such advertising "must not take unfair advantage of the reputation of a trade mark".