The Swedish Market Court ruled that the advert, for the Xbox game Halo 2, could easily “be confused with editorial material”.
Th ad was published on 11th November 2004, covering the whole front page. It featured a picture of a large spherical building against a red sky and the headline “The World will never be the same again.”
“The impression given on a casual glance is that a catastrophe has occurred,” the court wrote in its decision. The paper had printed the words “Annonssida” or “Advertisement page” in the top right-hand corner of the page, but the court deemed this to be insufficient.