Dangerfield ‘Fuck Off’ poster slammed by ASB

An outdoor ad campaign for Dangerfield that carried the words ‘Fuck Off’ has been banned by the Advertising Standards Bureau and removed by the advertiser.

In the ad, an extended middle finger is used in place of the ‘u’ in the word ‘fuck’. However, the ASB ruled that although the f-word was not used in its entirety, and has a letter replaced with an image, it is very clear that this is the word being alluded to.

One complaint for the ASB read: “The replacement of the ‘u’ with an additional offensive gesture does not negate the impact of the offending word and I believe compounds the offence.”

Dangerfield responded with the insistence that no offense was intended: “Whilst alluding to an offending word, no specific offensive language was used on the poster,” a statement read.

Responding to the ASB’s verdict, Dangerfield insisted that there had been an attempt to modify the ad before it went to print, but the ad was issued earlier than requested.

The issuer of the ad is no longer employed by Dangerfield, the advertiser added.



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