Hmm actually if a copyright work is being used without the owner permission is breaking the copyright law.
But, companies don’t sue others if they got something to gain from that extra free exposure. And if they think you will end up in jail and they end up with the lawyer bills than they won't even care too much about you maybe a warning letter and that's it
Just look at recent youtube thing, even the music company knew there several copyright infringement they don't do much but once a giant overtook it, lawsuit just naturally follow.