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Last Updated: Wednesday, 28 March 2007, 01:50 GMT 02:50 UK
Australia posters ruled offensive
Sydney Opera House
Tourism Australia said the posters were not meant to offend
Australia's official tourism body has been ordered to take down posters in the UK because they include swearing.

Adverts promoting Australia with the slogan "So where the bloody hell are you?" prompted 32 complaints.

The UK's Advertising Standards Authority ruled the posters were in breach of the industry code and should not be seen by children.

It has told Tourism Australia to take down the posters and not to use swear words in any future advertising.

A spokesman for the industry watchdog said: "We considered that parents were entitled to expect that poster advertising should not appear to endorse or encourage swearing."


The three posters were ruled to be in breach of advertising rules relating to responsibility and children.

Objections have already been made to TV and newspaper adverts promoting Australia using the same slogan.

Last year the ASA imposed a 9pm broadcast restriction on TV commercials using the "So where the bloody hell are you?" phrase.

Tourism Australia said it had not intended to cause offence over its posters.

A spokesman said the campaign adopted the "irreverent" Australian tone which was aimed at an older audience.

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