One more word you can’t say on television

… in the UK, at least, is bloody. As has been widely noted elsewhere, the Australian tourism authorities recently unveiled a new ad campaign withthe “Where the bloody hell are you?” The slogan, which has widely been referred to as “cheeky” in the UK/Aussie/Kiwi press, has been banned from the airwaves in the UK. Officials at the British Advertising Clearance Centre have decided that it is just to damn, bloody much to hear the phrase on the air even though it “has been emblazoned across full-page advertisements in the British press with full approval of the regulators.” Australian Minister for Tourism Fran Bailey is flying to London to “confront” the BACC over the decision– we use the word confront here in its traditional sense: to grab as many free headlines as possible. For those of you like me who haven’t actually seen the ads, a description:

The television campaign features natural Australian icons such as beaches, the Great Barrier Reef, the outback, Sydney Harbour and Uluru. The ads end with a girl in a bikini saying “we’ve saved you a spot on the beach”, before she poses the colourful question, “Where the bloody hell are you?”

The only possible answer: In my bloody cubicle.


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