In a significant legal decision, the Patent and Market Court of Sweden ruled against Poppels, a brewery based in Gothenburg, stating that their marketing strategy, which combined beer with various food dishes on social media, violated the alcohol advertising regulations. The Consumer Ombudsman (KO) had previously contested Poppels' marketing practices, leading to a court case after Poppels sought to overturn an earlier decision. In its 2024 ruling, the court ruled in favor of KO on seven out of eight points, prompting both Poppels and KO to appeal the decision.

The courts upheld a strict interpretation of the alcohol marketing rules, emphasizing that images in alcohol advertising must solely feature the product and the raw materials involved in its creation. While this ruling aligns with existing regulations, it also reflects a broader tension between traditional advertising guidelines and contemporary marketing practices that aim to connect alcoholic beverages with dining experiences. The Supreme Court's earlier stances have offered some room for liberal interpretation, yet this latest ruling has reaffirmed a more restrictive approach.

The Swedish Breweries Association expressed disappointment over the ruling, highlighting the implications for local breweries and their advertising strategies. This case underscores ongoing challenges within the alcohol advertising landscape in Sweden, where regulations are strict in an effort to curb excessive drinking and ensure responsible consumption. With the current ruling, breweries may need to rethink their marketing strategies to comply with the existing legal framework while still appealing to consumers.