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More restrictions on Tourism Australia’s ‘bloody hell’ ad
The controversy over the word ‘bloody’ in Tourism Australia’s television ads continues as several complaints have forced the UK advertising watchdog to ban the spots before 9pm.
Originally, the BACC ruled not to allow the term “bloody” to be used in the television ads, because it was too rude.
In March, the regulator lifted the ban and said Tourism Australia could broadcast the full tagline for the ads because the word “bloody” was no longer regarded as being too bad a word.
However, 36 viewers objected to the Advertising Standards Authority (ASA)about the swearing in the ads, which they found offensive. Of these, 16 were also concerned that children might see the ads and eight believed they should not be shown before 9pm.
The ASA considered that parents are entitled to expect that TV advertising should not appear to endorse or encourage swearing.
Graham Muldoon
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