Ad watchdog deems flyer with the word fuck in ‘not appropriate’
The Ad Standards Board has ruled against a paper flyer for an online clothing store Clean and Fit Wear for use of inappropriate language, with the advertiser admitting it did not realise the pamphlet broke the rules.
The flyer contained six photographs of the back of males wearing items of clothing, including a t-shirt with writing on it stating: “I come fuck shit up and leave” and a jumper with writing on it stating: “No pain no gain so shut the fuck up and train.”
A complaint against the flyer argued it was inappropriate language for anyone who could see the flyer, including the elderly and children.
“Depiction of large muscular men wearing the offensive clothing – the general appearance of the men in the images and there clothing closely resembles members of Outlaw Motorcycle Clubs – an image that causes most in the community to be fearful for their safety,” the complainant said.
Clean and Fit Wear did not defend the complaint.
In its ruling, the board considered the word ‘fuck’ is not appropriate for an audience of a flyer and it is a word which most members of the community would consider offensive, thus the complaint was upheld.
In response to the ruling, Clean and Fit Wear said: “I did not know that I was breaching the rules. The pamphlets are no longer being used and will not be repeated or used again.”
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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“A complaint against the flyer argued it was inappropriate language for anyone who could see the flyer, including the elderly and children.”
Huh?? The elderly and children don’t say “fuck”?
Since when??!
This is the Nanny State gone completely mad.
A request: no more “Ad Standards Board” references – Can we please in future identify the bureaucrat buffoon who makes these decisions by name and photograph?
That way he/she can be accountable for their stupid decisions, and receive the requisite amount of mockery and contempt they have earned. Thankyou.
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Good decision. Now maybe the advertiser can be creative instead of just going for the crass shock effect.
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Maybe the complainant should also be identified.
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This is hardly a creative idea. It just demonstrates that the brand is immature and has absolutely nothing meaningful to say a outs itself. Poor form, and vulger doesn’t get a look in these days. Absolutely rubbish
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