Brake N Auto Parts radio ad pulled from air for ‘offensive’ and ‘aggressive’ language

Regional car accessories store Brake N Auto Parts Mackay has pulled its radio advertisement after it was banned by the ad watchdog for “offensive” and “aggressive” language.

The ad features the word “fuck” three times with an attempt to beep out the word, however, Ad Standards agreed the phrases “fuck a duck”, “gotta be fucking kidding me” and “for fuck’s sakes” are still able to be heard.

A complaint said the radio ad “normalises the ‘F word'” and is “highly inappropriate”.

Brake N Auto Parts Mackay said the ad was removed from air as soon as the complaint was raised, however, is disappointed to hear about the complaint.

“I think that it is wrong that just because one person does not like the commercial that it then comes into question. If this person does not like the commercial then they have a wide choice of other radio station to listen to instead, approx 8 other radio stations in the mackay area,” the advertiser said.

Ad Standards said the beeps in the ad don’t “fully conceal” the swear words and the profanities used were in an “aggressive”, “inappropriate” and “frustrated” manner.

Upholding the complaint, Ad Standards said: “The beeping effect was insufficient to hide the strong language being used in the advertisement, and that the repetition of the strong language, and the aggressive manner in which it is used was not appropriate.”


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