Youfoodz modified ‘forking’ ad censured by ad watchdog yet again

The Advertising Standards Board has banned a Youfoodz ad for the second time after moderations were made to show a mini Gordon Ramsay being bleeped out to replace the word ‘forking’.

The original ad featured a boy imitating fiery TV chef Gordon Ramsay, who says “how long do you think this took me to cook? One? Try two forking minutes… Un-forking believable”.

Youfoodz’s initial ad was censured by the ad watchdog for inferring strong language by making the word ‘forking’ sound too much like a swear word.

Once the ad was modified to bleep out the word ‘forking’, the Ad Standards Bureau received a further 170 complaints arguing the updated commercial is a “shocking example for other children” and “offensive”.

Another complaint to the ad watchdog said: “I don’t know if they think this is funny but any child would guess what word the child was meant to have said. I find this offensive and very inappropriate advertising.”

The fresh food delivery company responded to the complaints stating it “does not agree” the modified as breaches any of the Advertiser Code of Ethics.

“This advertisement does not include any strong or obscene terms. It is not used in conjunction with offensive imagery or in an aggressive way,” Youfoodz said.

Noting the ad has been amended, the board said the beep used insinuates the child is using a strong swear word and accentuates the word.

“The Board reiterated that advertisers should take care when using children in advertisements to mimic the behaviour of adults and that this includes using language that may sometimes be considered acceptable for an adult but not children,” the ad watchdog warned.

“The Board considered that the depiction of a young boy appearing and sounding to utter a strong swear word, where the inclusion of a beep over his voice accentuates and increases the impact of the implied language is not appropriate in the context of promoting a food product,” the Board added upholding the complaint.

Youfoodz did not provide a response to the ruling and the ad is still airing on its YouTube channel.

Mumbrella approached Youfoodz for a further comment.


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