Feeds

Watchdog turns a blind eye to Danish fu*king

Det er en fu*king lettelse, admits satellite broadcaster

Security for virtualized datacentres

The Advertising Standards Authority has turned a blind eye to Danish "fucking" after ruling the word isn't particularly offensive in the land of Carlsberg, bacon and Lego.

The landmark decision comes in response to a single complaint about an advert for telecoms provider TDC, broadcast on TV3 Denmark, which contained the phrase "jag er så fucking stolt".

The ASA explains that the offending punt was part of "a long running and well-known humorous campaign... based around three famous comedic actors playing the roles of a middle-aged married couple and their neighbour".

It elaborates: "The husband and wife were naturists. The neighbour had no phone, internet or TV and the couple's aim was to get him updated on telecommunications."

In the advert in question, the naturist missus "sang a song in Danish", during which she warbled the line in question.

Viasat, the company responsible for broadcasting the outrage from its London base, was obliged to explain that "fucking" doesn't have the same impact in Denmark as it does in Blighty.

It provided a translation of "Det idag vi fejrer slverfest, jag er så fucking stolt", as "It is today we celebrate our silver anniversary, I'm so damn proud", and argued "that the English word 'fucking' had become part of the Danish language as a slang word, it had lost some of its original English meaning and with it its level of offence, and the pronunciation of it had even changed to 'focking', to sound more Danish".

Viasat's linguistic defence convinced the watchdog, which ruled: "The ASA understood that 'fucking', although a swear word in Danish, was much milder than, and did not have the same offensive connotations as, the word 'fucking' in English. We concluded that the ad was unlikely to cause serious or widespread offence to viewers in Denmark."

Back in 2008, the ASA made another valuable contribution to the approved advertising lexicon when it deemed "feck" fit for human consumption. ®

Providing a secure and efficient Helpdesk

More from The Register

next story
Are you a fat boy? Get to university NOW, you PENNILESS SLACKER
Rotund types paid nearly 20% less than people who didn't eat all the pies
Emma Watson should SHUT UP, all this abuse is HER OWN FAULT
... said an anon coward who we really wish hadn't posted on our website
Japan develops robot CHEERLEADERS which RIDE on BALLS
'Will put smiles on faces worldwide', predicts corporate PR chief
Bruges Booze tubes to pump LOVELY BEER underneath city
Belgian booze pumped from underground
Let it go, Steve: Ballmer bans iPads from his LA Clippers b-ball team
Can you imagine the scene? 'Hey guys, it's your new owner – WTF is that on your desk?'
Amazon: Wish in one hand, Twit in the other – see which one fills first
#AmazonWishList A year's supply of Arran scotch, ta
SLOSH! Cops dethrone suspect - by tipping over portaloo with him inside
Talk about raising a stink and soiling your career
Ingredient found in TASTY BEER is GOOD for your BRAIN
You only have to drink 2k litres a day to see the effect...
Oz carrier Tiger Air takes terror alerts to new heights
Don't doodle, it might cost you your flight
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
The next step in data security
With recent increased privacy concerns and computers becoming more powerful, the chance of hackers being able to crack smaller-sized RSA keys increases.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.