In the US at least, it would be the patent holder’s choice if they want to license their patent (in most situations, if I understand correctly). When I patent advertising on vegetables, I won’t let anyone license it.

Like this? https://www.schweizerbauer.ch/markt-preise/marktmeldungen/la...

(Sorry, article is in german, it’s about laser-engraved fruits and vegetables. I’ve seen a few in the stores around here… (Switzerland))

They do no have to license it, but they probably will. It will probably be included in cross-licensing agreements.

Driving along in (say) a Datsun, and suddenly hearing an ad saying"wouldn't you rather be driving a cool new Ford?"

All the better if you are the one holding the patent ^^ (just kidding)