Official: Advertisers can say MILF

Tim Burrowes

February 3, 2011 8:44

It is okay to describe the actress who played Stifler’s mum in American Pie as a MILF, Australia’s advertising watchdog has ruled.

The complaint came to the Ad Standards Board over a Ticketmaster promotion for a tour by the actress Jennifer Coolidge which sees her visit Australia in June.

According to the complaint: “As this is a special offer, you need to enter a code word into the Ticketmaster booking engine to receive the discount. The code that you are asked to enter is MILF. This seems innocent enough except that MILF is an acronym commonly used in the porn industry for “MOMS I’D LIKE TO F***” This is not a randomly generated word. Jennifer Coolidge is not a porn star. She is the actress who played ‘Stifler’s mom’ in the teen comedy American Pie – that’s the film most famous for the guy masturbating using a warm apple pie.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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3 COMMENTS

Richard @ Unifor 4 Feb 11

Hmmm…interesting – maybe MILF is now going to be used in more marketing….after all sex sells.

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jim 5 Feb 11

American Pie reference … now?

BBC – big black c.
ATM – a. to mouth

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Fern Summer 7 Feb 11

Hmmm, well this is good news! I’ve always considered ‘MILF’ to be complementary when taken in the right context. Check out my store http://www.milfclothing.com.au

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