The Courier-Mail

Friggin’ ad complaint gets boot


IT seems “frigging” is acceptable language when it comes to advertisem­ents.

The word was put under the spotlight when a complaint was made to the Advertisin­g Standards Board over a 30second ad for Mongrel Boots, which features the word five times. The complaint said the word is commonly used to replace another F-word and neither is acceptable in any form, at any time.

But the company said the language used by two tradies in the ad is in the context of a building site and is unlikely to offend consumers of the product, who are predominan­tly blue collar workers.

The board determined the word in question is a generally accepted word in the community and although it’s offensive to some, it’s not strong or obscene language.

It rejected the complaint.

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