Acceptable terms
A variety of terms which are commonly used in the Australian vernacular most often are viewed by the Board as acceptable . The Board ’ s view was :
• The word ‘ tosser ’ when not used in an aggressive manner , is not considered strong or obscene language .
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A television advertisement for an antilittering campaign telling people ‘ don ’ t be a tosser ’ ( Environment Protection Agency – 0186 / 15 ).
• The word ‘ crack ’ is not sexualised or inappropriate .
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A radio advertisement which included the phrase ‘ show us your crack ’, in relation to a windscreen repair service ( Novus Auto Glass – 0023 / 15 ).
• The word ‘ crotch ’ when used in a factual / descriptive manner is not a word which most members of the community would find strong or obscene .
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A television advertisement which featured a woman and a small unicorn , where the woman is heard to say ‘ and now it ’ s licking my crotch ’ ( Stan – 0078 / 15 ).
• The term ‘ malaka ’ – which can be translated as the Australian term ‘ wanker ’ is not a strong or obscene term as it would not be understood by the broader community or children without translation .
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A television advertisement where one man is refered to as a ‘ malaka ’ ( Northern Rock Pest Control – 0091 / 15 ).
• While some members of the community may find certain colloquial terms to be offensive , where the language is not obscene or sexualised it will be considered appropriate for use in advertising .
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A televison advertisement for men ’ s underwear which included the phrases ‘ snazzy looking fart filters that ’ ll keep your meat and two veg very warm ’, ‘ they ’ re the duck ’ s nuts ’, and ‘ the ultimate toolbox ’ ( Sojo Pty Ltd – 0374 / 15 ).
• The phrase ‘ frigging ’ when not used aggressively is not considered a strong or
Review of Operations 2015 obscene term by the Board , and is a term that most members of the community would view as a more acceptable replacement for stronger words .
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A radio advertisement for work boots that used the word ‘ friggin ’ repeatedly , including the phrase ‘ friggin mongrel ’ ( Mongrel Boots – 0311 / 15 ).
• The use of the word ‘ piss ’ is not inappropriate or gratuitous when it is used in its correct form – to describe urine .
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A radio advertisement for a toilet hire company which featured the line , ‘ we take your piss ’ ( AIM Hire – 0397 / 15 ).
Aggressive language
The Board may take a stricter view on advertisements where language is used in an aggressive manner , even if the language itself may not be considered strong or obscene . The Board ’ s view was :
• Repeated use of a phrase in an abusive or aggressive nature will be considered inappropriate even if the language used is only mild .
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A radio advertisement for GPS that used the phrase ‘ tell dad to go and get routed ’ repeatedly ( UBD Street Directories – 0364 / 15 ).
Children using bad language
The Board usually takes a stricter view of strong , bad or disrespectful language when it is spoken by a child rather than an adult . However in 2015 the Board did not uphold any complaints in this area . The Board ’ s view was :
• While some members of the community may be offended , the use of bad language by a child in the context of highlighting inappropriate behaviour in adults is not inappropriate .
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A television advertisement which featured two young boys imitating the antics of grown men who celebrate sporting achievements by drinking to excess and behaving badly , including one of the boys saying ‘ wanker ’ ( Australian Drug Foundation – 0066 / 15 ).
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• The use of a mild term by a child in a lighthearted manner , where not aggressive , will be considered appropriate by the Board .
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A television advertisement which depicted
Gestures
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Gestures are used as communication in conjunction with language and as such the Board considers complaints about gestures used in advertisements under Section 2.5 of the Code . The Board ’ s view was :
• In some contexts people sticking their middle fingers up is considered aggressive or inappropriate by the Board , however the light-hearted depiction of people ’ s middle fingers is likely to be seen as not depicting aggressive or insulting behaviour in the context of a community service announcement that promotes support for an important message .
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A television advertisement which encouraged people to paint their middle fingernails to support an eating disorder charity . Celebrities are seen displaying their middle fingers ( The Butterfly Foundation – 0194 / 15 and 0223 / 15 ).
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