In many cases , the Board considered that obscuring an obscene term so that it was not clear what is being said , in a non-aggressive context , is appropriate for use in advertising . The Board ’ s view is :
• In advertising , where the term ‘ fuck ’ is not used in full , and is not used in conjunction with offensive imagery , it is considered to not amount to an inappropriate use of language or language that would be considered strong or obscene .
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Advertisements which use the phrase ‘ BCF ’ n fun ’ in a jingle as a play on the business name ( BCF – 0434 / 16 and 0457 / 16 ).
• Advertising which successfully uses sound effects to cover up terms , to the point of not being able to understand the term used , is appropriate for use .
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Beeps to cover swearing ( Airtrain Brisbane – 0324 / 16 ).
Religious expressions
Advertisements using religious themed terminology attract complaints about blasphemy or offensiveness to religious beliefs . The Board ’ s view is :
• That some members of the community with very strong Christian beliefs could find the use of the Lord ’ s name to be offensive to their faith but considers that most members of the community , including Christians , would find that using the phrases , ‘ Thank God ’ and ‘ Jesus ’ as expressions of relief and disbelief is not aggressive and is not attacking or discrediting the Christian faith .
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A man chatting to an attractive woman at a bar then exclaiming , ‘ Jesus !’ when she advises him that she is the personification of Gonorrhoea ( NPS Medicinewise – 0036 / 16 ).
Innuendo and sexual references
Advertising which uses sexual terms and language must be appropriate for the audience . The Board has upheld some advertisements for using sexualised language . The Board ’ s view is :
• Advertising which uses explicit sexual terms or references in a medium that would be seen or heard by children will be likely to breach this section of the Code .
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Advertisements which include sexually explicit language ( Wicked Campers – 0027 / 16 , 0109 / 16 , 0122 / 16 and 0363 / 16 ).
• Advertising which uses sexualised images can often give a sexualised meaning to accompanying words , which is not appropriate for broad audiences .
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A movie promotion which features women in bikinis and a man saying ‘ I haven ’ t had sex in 15 years ’ ( Entertainment One – 0005 / 16 ).
Advertising which includes mild innuendo and sexualised terms are often seen as appropriate by the Board . The Board ’ s view is :
• Advertising which uses terms such as ‘ sex ’ in a sensitive way which is appropriate for the relevant audience , will not be seen to breach the Code .
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A condom vending machine advertisement which used words such as ‘ sex ’, ‘ Aids ’ and ‘ HIV ’ ( Hero Condoms – 0291 / 16 ).
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Young people discussing sexual health and STDs ( Queensland Health – 0572 / 16 ).
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The terms ‘ premature ejaculation ’ and ‘ sex ’ ( Advanced Medical Institute – 0590 / 16 ).
• Advertising which uses innuendo in a way which is not strong or obscene and is appropriate for the relevant audience will not be seen to breach the Code .
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A protein ball in a ball box with the disclaimer ‘ because ball bag would just be rude ’ ( Boost Juice Bars Australia – 0560 / 16 ).
• Advertising which features very mild sexual language which may not be understood by children , is considered to be not inappropriate by the Board :
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Use of the phrase , ‘ if you ’ re going to have intercourse tonight , please don ’ t do it on company property ’ ( Entertainment One – 0562 / 16 ).
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A promotion where each person who buys a drink or a ‘ lappy ’ receives a ticket to ‘ have the dancer of your choice treat you like a wobbly chair ’ ( Doll House Gentleman ’ s Club – 0180 / 16 ).
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 is :
• Slang terms for body parts that are commonly used will usually be considered appropriate by the Board .
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The phrase ‘ I ’ d rather get kicked in the nuts ’ ( Bizcover – 0557 / 16 ).
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The term ‘ boobs ’ is used to refer to the breasts of a woman ( Kellogg ( Aust ) Pty Ltd . – 0076 / 16 ).
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The term ‘ your boys ’ to refer to testicles ( Pacific Brands Holdings Pty Ltd – 0188 / 16 ).
• The use of slang terms are not inappropriate or gratuitous when they are used in their correct form , such as describing urine .
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The text ‘ Urine , Piss , Poo , Shit , Crap ,
Gestures
Faeces Droppings , whatever you call it ’ ( Biohazard Trauma And Crime Scene Cleaning – 0204 / 16 ).
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 is :
• Advertising where there is a suggestion of a rude gesture , but the gesture itself is not clear will generally be acceptable .
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A movie promotion which featured pixelated hands which were presumably covering a rude gesture ( Roadshow Film Distributors – 0335 / 16 ).
Review of Operations 2016
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