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Last Updated: Friday, 17 March 2006, 23:26 GMT
UK lifts Australian advert ban
The offending advert
The advert ban did not apply to the print media, at the cinema or online
An advert aimed at luring tourists to Australia is to be aired in full on British TV after regulators lifted a ban on the use of the word 'bloody'.

The tagline for the commercial, which features Australians drinking and frolicking on the beach, is "So where the bloody hell are you?".

But the word was initially cut amid fears it would cause offence.

Australia's tourism minister Fran Bailey said her "faith in the British sense of humour" had been restored.

"I am pleased that common sense prevailed and the regulators realised the campaign was intended to be cheeky, friendly and very Australian," she added.

'Worth a fight'

The advert is part of a major campaign to lure more tourists to Australia.

The Australian Department of Tourism made the announcement after Ms Bailey held meetings with her British counterpart and the UK's Advertising Standards Authority and Broadcast Advertising Clearance Centre.

She had earlier described the ban as "comical'', because the uncut commercial would still appear in cinema, in print and online in the UK.

According to the minister, two commercials previously run on British television had used the word 'bloody' and UK research had shown those ads were not regarded as offensive.

"It was well worth the fight, especially given the half a million jobs that tourism already creates and with the potential for many more," Ms Bailey said.




SEE ALSO:
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