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that the word ‘fuck’ is a word that is still considered strong if not obscene by the broader community and is not appropriate for use in advertisements. In the Board’s view this is the case even if the word is included in the name of, for example, a band and that some variations of the word, which still strongly suggest the complete word, are also unacceptable. Upheld cases included: • ‘f *ck me’ (0 407/11) • ‘fuck the reaper’ (0362/11) • ‘fuck gluten’ (0238/11)

of the advertisement is the F word and that the details about the band’s gig are printed in much smaller lettering. The Board noted that this advertisement was seen on a pole in a nature strip. The Board considered that the location of the advertisement meant it would be available to a wide audience and that in the context of an outdoor location the prominent use of such language is inappropriate.

Complaints were also upheld in Dangerfield (0318/11) which features text on a poster which suggests the use of the word “fuck” where the “u” has been replaced with an image of a hand with the middle finger extended – a visual image used in place of one letter of the ‘f ’ word. Considered acceptable was the promotion of a performance by a band named “Holy Fuck” (0367/11) where the Board considered that the location of the advertisement within the Courier Mail meant it would be viewed by a mature audience and that in the context of promoting a music and artistic festival, the use of the factual title of the band in this instance was relatively discrete. The Board considered that the name of the band was not inappropriately emphasised or presented in a way to be particularly attractive to children. A promotion for the same band was however upheld (0032/11) where the use of bold bright lettering of the band’s name in the advertisement drew the eye to the F word. The Board considered that the initial visual impact

Review of Operations 2011

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Advertising Standards Bureau - Review of Operations 2011  

The Advertising Standards Bureau (ASB) administers Australia's national system of self‐regulation in relation to both public and competitor...

Advertising Standards Bureau - Review of Operations 2011  

The Advertising Standards Bureau (ASB) administers Australia's national system of self‐regulation in relation to both public and competitor...

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