Burger chain T.U.B.E ‘F*CK salad’ advertisement banned

Burger chain T.U.B.E has been found to be in breach of the Advertiser Code of Ethics for an “offensive” print advertisement which uses the tagline ‘Tastier than salad, cheaper than salad. F*CK salad’.

The complaint said the statement at the top of the print as was “offensive and unsuitable for public advertising”.

T.U.B.E did not provide a response to the complaint.

The Board did note the statement was intended to be light hearted and didn’t mean to suggest people should always consume burgers over salad.

“In relation to the Food Code [AANA Food and Beverages Advertising and Marketing Communications Code] the Board considered the use of the term ‘F*ck salad’ and whether this was undermining the importance of promotion of health balanced diets as per the clause… The Board noted that most members of the community would understand this statement to be an expression used to indicate little care for, or less interest in something in particular. In this case the reference is to salad,” the Board said.

“The Board noted the whole statement “Tastier than salad cheaper than salad F*ck Salad” and considered that most reasonable members of the community would understand this statement to be suggesting that the burger is a better alternative to the salad. The Board considered that statement is intended to be light hearted and was not a suggestion that burgers should be consumed instead of salads on every occasion and noted that it was a direct link to the existing promotion. The Board also noted that the advertisement also does indicate that salad is available and is an alternative to the burgers.”

However looking at the advertisement in relation to the Advertising Standards Bureau’s own code – the Advertiser Code of Ethics – and taking into account its ruling against Anytime Fitness’ F*CK UNFIT campaign, the Board upheld the complaint.

“The Board noted that the current advertisement appeared in a local magazine that is not directed to children but considered that children would have access to the magazine and therefore the broad audience would include children.

“The Board noted that community standards research had shown that the word ‘fuck’ is still considered to be obscene by most members of the community, and that this was not appropriate to be used in advertising in a public medium.

“Consistent with the above determination, the Board considered that in the current advertisement for the burger promotion, the language in the advertisement was likely to be considered strong or obscene by a adults and young people alike and that,” the ruling said.

T.U.B.E did not provide a response to the Ad Standards Board’s determination.

The watchdog said it will “continue to work with the advertiser regarding compliance”.


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