So where the bloody hell are you?

http://www.wherethebloodyhellareyou.com/

Brit ban on 'bloody' ad 'incredibly ludicrous'

A UK legal decision ordering Tourism Australia to pull down billboards featuring the controversial "So where the bloody hell are you?'' slogan has been slammed by the federal tourism minister.

The Advertising Standards Authority today branded billboards situated on motorways in the UK offensive and ordered them removed.

The ASA also warned Tourism Australia not to use swear words in any future billboards.

The billboards had prompted 32 complaints from people who found the slogan offensive and feared children might see it.

The ASA found they breached advertising rules relating to responsibility and children. "What an absolutely, incredibly ludicrous stance and a greater example of double standards you'd never find,'' Tourism Minister Fran Bailey said.

"Everyone is shaking their heads, especially as it's in a country where they allow the FCUK billboards ... I mean what is it about our campaign that they find offensive? I just don't understand it.''

Ms Bailey said she didn't believe the removal of the billboards would damage the promotional campaign.

"We're not at all concerned about it because the ad goes out on television, film, digital and print media and we're still getting the fantastic hit rate and results from the ad,'' she said.

Today's ruling follows previous objections to TV and newspaper adverts promoting Australia which used the same slogan.

Last May, the ASA rejected complaints about national press adverts, saying the slogan's acceptability depended on the context and media in which it appeared.

Two months later, it imposed a 9pm broadcast restriction on TV commercials using the ``So where the bloody hell are you?'' phrase.

Ms Bailey said Tourism Australia would now decide whether or not to appeal the decision.
Australian advert banned on UK TV

British regulators have banned an advert aimed at luring tourists to Australia due to its use of a mild swear word, Tourism Australia says.

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

As a result, the word "bloody" will be cut for the advert when shown on UK TV, according to Tourism Australia.

The advert is part of a $100m campaign to lure more tourists to Australia. Tourism Australia managing director Scott Morrison said the ban would only make the campaign more successful:

"We thank the UK authorities for the extra free publicity and invite them to have a 'bloody' good holiday in Australia, especially with the Commonwealth Games now on and the Ashes coming up later in the year," he said.

Mr Morrison nevertheless said he hoped the Broadcast Advertising Clearance Centre (BACC) would reconsider its decision.

Australian Tourism Minister Fran Bailey said the ban was "comical'', because the uncut commercial would still appear in cinema, in print and online in the UK.

"The regulator is out of touch with British opinion - based on our research and the initial feedback the British are loving our cheeky sense of humour.''

"The regulators have clearly misplaced their sense of humour - and this from a country that brought us Benny Hill, the Two Ronnies and Little Britain,'' she said.

No-one at the BACC was available to comment on the ban on Thursday.