On May 27, the Paris Court of Appeals ordered the immediate cessation of an advertising campaign commissioned by Inter Rhône. The court reasoned that the now famous ad, which depicts a man in a suit being lifted above a dreary city by a red balloon, clearly “suggests that the consumption of Côtes du Rhône alcohol allows one to escape the difficulties of everyday life,” and that this messaging can lead to abuse of alcohol in order to attain the state of happiness depicted in the image. The fine for display of the ad is €5,000 per day per infraction starting May 27.