In a case brought by the Danish Branded Goods Association (Mærkevareleverandørerne/MLDK) against the European supermarket chain Lidl’s Danish branch, we assisted Lidl with the appeal to the Danish High Court, which Lidl won. The case concerned the entire basis for comparative advertising in Denmark based on EU law, after Lidl had carried out a Europe-wide campaign that included advertising for brands it sold on the one hand and private label products on the other.