A ROW is brewing in France... over beer. France faces the dilemma of breaking its own laws or depriving French TV viewers of seeing next year's World Cup finals if it allows a US brewer to advertise at the World Cup venues.

Anheuser-Busch has signed a contract with world soccer body FIFA worth about 100 million francs for the right to advertise its Budweiser beer in the 10 World Cup stadiums during the tournament next year.

But France's Evin Law prohibits the televised broadcasting in France of competitions held in stadiums where there are advertisements for alcoholic drinks. The advertisements themselves are not illegal but broadcasting them is. If the problem is not resolved, France faces the possibility of the whole world being able to watch the sport's biggest showcase apart from the people of the country in which it is being played. The Margin feels sure a compromise will be reached!