Total ban on placing advertisements for alcohol in magazines in Sweden. Swedish law prohibited advertising of alcohol on radio and TV, and prohibited advertising of spirits, wines, and strong beer in periodicals other than those distributed at the point of sale. The prohibition on advertising did not apply to periodicals aimed at traders such as restaurateurs.
Held: it was argued that the advertising ban was contrary to Article 30. It contended that the advertising ban had a greater effect on imported goods than on those produced in Sweden.