Earlier quoted context omitted.
It's very dependent on jurisdiction (and if you're rich, or a big company). In UK there's no non-commercial use exception at all. In USA it can fall under Fair Use, commercial nature is not the sole measure though.
In my jurisdiction (Brazil) there is non-commercial use, but most people don't know about it.
You are mixing the concepts of fair use and non-commercial use.
Non-commercial use is not allowed in Brazil. But Brazil does have some fair use exceptions (like most countries that signed the international agreement on intellectual property).
In Brazil it's illegal for me to make copies of a book and distribute it for free on the streets, for example. It's 100% non-commercial, but still illegal.