Australia too 'bloody' for the Brits

LONDON - A robust campaign by the Australian tourist board to lure tourists Down Under has fallen foul of British sensitivities.

Three posters for Tourism Australia and Qantas pictured tourist attractions with a punch line of why the "bloody hell" the viewer was not present. Thirty-two people complained to the Advertising Standards Authority that the swearing was offensive and might be seen by children.

The authority agreed children might see the posters - promoting Sydney Opera House, Uluru and beaches - and banned them. The beach ad showed a woman swimming next to a shark with the words: "She's been on a strict plankton diet. And all she needs is someone to play with. So where the bloody hell are you?" The poster for Uluru showed it in the background behind waiters and a dining table with the words: "We've polished the silver. And checked under the table for goannas. So where the bloody hell are you?"

Tourism Australia said the aim had been to extend a hospitable welcome in a "uniquely Australian manner." The authority ruled: "We acknowledged that the intention had been to aim the poster at an adult audience who were likely to understand the irreverent tone, but noted that [the posters] were not exclusively targeted at adults and were still easily visible to children."

The ruling follows previous objections to TV and newspaper ads which used the same slogan.

- INDEPENDENT