Ad Standards recently published their Community Receptions 2024 report, which included insights about how the Australian public felt about the use of language in advertising. The sentiment expressed was that while people are exposed to various vernaculars and profanity in everyday life, advertising should uphold higher standards. Despite this nuance and dynamic flexibility when it comes to language, people will still find offence at ads that seemingly stay above ​“the line” – such as those below.

When complaints are made on offensive language, it’s up to the Ad Standards Community Panel to determine whether it’s Aussie larrikinism or brute force flouting.

Kennards Hire – ​“Ken Oath”

The Ad: Equipment hire company Kennards Hire ran a series of television commercials promoting their broad range of products, each repeating the motif ​“Ken Oath”.

The Complaint: The complainant took offence to the phrase ​“Ken Oath” being too similar to vulgar language.

The Advertiser’s Response: ​“Ken Oath” has been a Kennards campaign for a number of years, celebrating the Australian spirit of willingness and the company’s customer service commitment. Kennards was careful to ensure the scripting and phrase was delivered in a cheerful, friendly manner, maintaining a humorous tone.

The Ad Board’s Decision: Complaint dismissed

Why the Ad Board Came to that Decision: ​“Advertising which uses rhyming words, or similar words to strong language, will not be seen to be strong or obscene when used in a light-hearted and humorous manner.” This is consistent with Community Receptions 2024 report finding that audiences were more likely to accept strong language (or, in this case, suggestions of it) if it was being used in a humorous or clever way.

Read the full report here.

Appliances Online – ​“Say Goodbye to S#!* Appliances”

The Ad: Appliance retailer Appliances Online ran various YouTube commercials telling viewers to ​“Say Goodbye to S#!* Appliances”, which bleeps out the swear word.

The Complaint: The ad reportedly aired before a children’s video, exposing young viewers to strong language.

The Advertiser’s Response: The sentiment of the ad is designed to be relatable to the audience, who likely feel similar frustrations towards poor quality appliances. The censored language is used in a humorous manner and directs viewers to the positive experience in engaging with the advertiser’s business.

The Ad Board’s Decision: Complaint dismissed

Why the Ad Board Came to that Decision: The ad was not directed at children, so they were not the intended audience for the censored language. Furthermore, the Board noted ​“Advertising which sufficiently beeps or censors language so that it cannot be understood will not be seen to be strong or obscene language.”

Read the full report here.

Department of Social Services – ​“Do you know what’s influencing your kids?”

The Ad: A series of videos, some of which depict various negative interactions towards women by male characters. The ad poses the question ​“Do you know what’s influencing your kids?” in regards to their internet use.

The Complaint: The complainant considered the depiction of male aggressors in the videos ​“demonises masculinity” and ​“utterly disgusting and anti male”.

The Advertiser’s Response: The videos are part of the Stop It at the Start campaign by the Department of Social Services, aiming to ​“prevent gender-based violence by influencing change to attitudes and behaviours that support or condone gender-based Violence.” Data shows that most victims of family, domestic and sexual violence are women.

The Ad Board’s Decision: Complaint dismissed

Why the Ad Board Came to that Decision: The Board considered that the imagery depicted in the ads was to highlight a social problem and compel audiences to take action in learning about the ​“hidden trends of disrespect.”

Read the full report here.

Construct Personnel – ​“Who the F**k is Construct Personnel?”

The Ad: Radio ad for labour hire company Construct Personnel featuring bleeped swear words.

The Complaint: The use of profanity in a radio ad was inappropriate.

The Advertiser’s Response: None given

The Ad Board’s Decision: Complaint upheld – breached AANA Code of Ethics Section 2.5: ​“Advertising shall only use language which is appropriate in the circumstances (including appropriate for the relevant audience and medium). Strong or obscene language shall be avoided.”

Why the Ad Board Came to that Decision: While the second beep was sufficient to censor the swear word, the first beep in the line ​“Who the F**k is Construct Personnel?” was not enough to cover the profanity. Despite the early morning airtime and typical audience likely not to find offence, the ad did still contain strong language.

Read the full report here.

“It is always important to remember that advertising generally cuts through such a broad demographic of the community. The above Ad Standards decision also demonstrates the importance of a sufficiently timed ​‘beep’ (for those who may be considering the inclusion of any profane language moving forward!)”

Emma Tiberi, Marketing Suite Manager at Plexus