"Battle has rejected a beer label for the King of Hearts, which had a playing card image on it, because the heart implied that the beer would have a health benefit.
He rejected a beer label featuring a painting called The Conversion of Paula By Saint Jerome because its name, St. Paula’s Liquid Wisdom, contained a medical claim—that the beer would grant wisdom.
He rejected a beer called Pickled Santa because Santa’s eyes were too “googly” on the label, and labels cannot advertise the physical effects of alcohol. (A less googly-eyed Santa was later approved.)
He rejected a beer called Bad Elf because it featured an “Elf Warning,” suggesting that elves not operate toy-making machinery while drinking the ale. The label was not approved on the grounds that the warning was confusing to consumers."
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