Feeds

'Bloody' is an offensive word, declares ASA

Too f**kin' right

Build a business case: developing custom apps

The Sun newspaper has been ordered not to use the word 'bloody' on posters in future. The Advertising Standards Authority (ASA) said it was socially irresponsible to use the word in an advert that appeared in a public place.

The advert appeared on the side of a lorry. It stated "Where the bloody hell were you?" against a background of the Union Jack flag. It showed Great Britain's Olympic gold medal tally of 19 compared to Australia's 14.

A person who saw the lorry parked on a bridge on the M4 motorway objected that the language used was offensive in a public place where it could be seen by children.

News Group Newspapers said the ad was a tongue-in-cheek reference to a well-known advert for the Australian Tourist Board. It said it considered the word "bloody" to be "a generally acceptable mild epithet, and not offensive."

The ASA disagreed.

"We acknowledged that The Sun's ad had been prepared in a light-hearted and tongue-in-cheek manner, following the UK's recent success at the Olympics, but nevertheless considered that the word 'bloody' was a swear word, albeit a milder one than some others and concluded that it was socially irresponsible to reproduce it in advertising in an untargeted medium to which children could be exposed," it ruled.

The ad was found to be in breach of rules on social responsibility and the protection of children. The ASA told The Sun not to use the word "bloody" on posters in future.

Copyright © 2008, OUT-LAW.com

OUT-LAW.COM is part of international law firm Pinsent Masons.

A new approach to endpoint data protection

More from The Register

next story
Philip K Dick 'Nazi alternate reality' story to be made into TV series
Amazon Studios, Ridley Scott firm to produce The Man in the High Castle
Nintend-OH NO! Sorry, Mario – your profits are in another castle
Red-hatted mascot, red-colored logo, red-stained finance books
Sonos AXES support for Apple's iOS4 and 5
Want to use your iThing? You can't - it's too old
Joe Average isn't worth $10 a year to Mark Zuckerberg
The Social Network deflates the PC resurgence with mobile-only usage prediction
Feel free to BONK on the TUBE, says Transport for London
Plus: Almost NOBODY uses pay-by-bonk on buses - Visa
Twitch rich as Google flicks $1bn hitch switch, claims snitch
Gameplay streaming biz and search king refuse to deny fresh gobble rumors
Stick a 4K in them: Super high-res TVs are DONE
4,000 pixels is niche now... Don't say we didn't warn you
prev story

Whitepapers

7 Elements of Radically Simple OS Migration
Avoid the typical headaches of OS migration during your next project by learning about 7 elements of radically simple OS migration.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Solving today's distributed Big Data backup challenges
Enable IT efficiency and allow a firm to access and reuse corporate information for competitive advantage, ultimately changing business outcomes.
A new approach to endpoint data protection
What is the best way to ensure comprehensive visibility, management, and control of information on both company-owned and employee-owned devices?