Striker, made by Oxfordshire brewer Hook Norton, has been launched to coincide with the forthcoming football tournament. Promotional material claims it is 'Brewed to celebrate the FIFA World Cup 2010. Supporting England'.
A spokesman for FIFA said that citing the World Cup would 'clearly go against our regulations'.
Carlsberg, however, claims it will not take action, despite being the official beer of the England team and The Football Association.
Hook Norton was unavail-able for comment.
Mars and The FA are mooting legal action against Nestle, which they believe has broken sponsorship rules with its Kit Kat ads (Marketing, 2 June).
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