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Disney ditches wine promotion

Published:  23 July, 2008

US: Californian Wine Institute CWI) wins battle to force Walt Disney Co. to abandon its promotion of French wine in its latest cartoon movie - days before the first bottles of were set to hit the shelves in August.

CWI welcomed the decision. A spokeswoman added that they had complained to Disney because the Ratatouille label, with Remy holding a rat-sized glass of wine, appeared to violate the spirit of the Code of Advertising Standards that all institute members must follow.

The Code bans the use of any advertising that might appeal to people below the legal drinking age by using photos of very young models or cartoon characters.