On the back of the ASA’s recent article on swearing, James Garrison, 8848’s managing director, looks at the art of not getting bleeped.
Attention-grabbing headlines? Check. Complaints? Definitely! The world of advertising and swearing has always been a tightrope walk. From Burger King’s “King Tasty” to Booking.com’s “Booking.yeah,” advertisers push the boundaries with humour, but where’s the line?
Can swearing ever fly in ads? The ASA (Advertising Standards Authority) has recently updated its guidelines to help us all avoid a foul-mouthed fumble.
Lessons from Tesco
Remember the Tesco Mobile ad that got slapped on the wrist? They used “shiitake,” “pistachio,” and “fettucine” as not-so-subtle stand-ins for expletives. While the ASA wasn’t a fan of “shitake” and “pistachio” (too close for comfort), they let “fettucine” slide. Why? Because it wasn’t a clear giveaway.
The lesson? Be sneaky, not sleazy. Sky and Green Flag got away with “flipping car fudging goes kaput” and “what the fudge” because they weren’t blatant rip-offs of the real deal.
However…
There are some words so strong, not even a clever disguise will save you. “Motherf**ker” is a big no-no, especially near schools (like that alcohol-free beer ad that went way too far).
The F-Bomb and Beyond
Let’s face it, some words are just off-limits for most audiences. “F**k” and “c**t” are at the top of that list. Ofcom (the UK’s media regulator) even has research on offensive language to help the ASA decide what’s truly a red flag.
Censoring with Asterisks? Nice Try.
Thinking asterisks will magically erase your naughty words? Think again! Replacing letters or entire words with asterisks isn’t a free pass. The ASA considers both the content and the context, so tread carefully.
The Bottom Line
Swearing in ads can be a gamble. But with a little creativity and an understanding of the ASA’s guidelines, you can craft an attention-grabbing campaign that won’t leave you with a headache (and a hefty fine). So, play it smart, keep it tasteful, and remember, there’s more to humour than a four-letter word.
Here’s a link to the ASA’s article.
We’d love to chat – contact James today to discuss your advertising brief.
Email: james@8848agency.com
Phone: 07772 443367
