Superficially, the banners appeared due to how the law was made and how it's implemented. The noble intention is one thing and the pragmatic reality is another.

It's correct to blame the businesses for creating the banners but also unfair to treat the matter as if the businesses and the EU are on a level playing field. The EU makes laws - it has cheat codes to achieve what it wants.

It's like defensive driving. You may not be at fault if someone crashes into you but you may have had the power to prevent it.