New Decisions: Billboard Phrase Likely to be Read as Expletive

The following decisions have been published:

Billboard Phrase Likely to be Read as Expletive

The billboard advertisement for First Credit Union (FCU) has a photo of a woman with arms outstretched. The text says “Say FCU to your bank. Personal loans from 9.95%”. The logo “f1rst credit union” is at the bottom right corner of the advertisement.

The Complainant was concerned the advertisement is inappropriate because it is insinuating the phrase “Say fuck you to your bank”.

The Advertiser said FCU is their name and their brand. They believe the billboard advertisements are not offensive.

The Complaints Board noted the Advertiser’s intention to target the advertisement at the 18+ audience but said billboards can be seen by people of any age. The Complaints Board said the phrase “Say FCU to your bank” is likely to be read as “Say fuck you to your bank” and the word “Fuck” is generally regarded as offensive to an unrestricted audience. Accordingly, the Complaints Board ruled the complaint was Upheld and the billboard advertisement is to be removed.

Therapeutic Claims Must Be Substantiated

The Colour Therapy Clinic website made therapeutic claims about the benefits of colour therapy. The website included claims that colour therapy can destroy all bacteria, viruses, parasites, fungi and diseased tissues, or neutralise any disease.

The Complainant said the statements on the website are misleading and socially irresponsible.

The Chair acknowledged the Advertiser made changes to the website after receiving the complaint, and removed references which were of concern. Given the Advertiser’s co-operative engagement with the process and the self-regulatory action taken in amending the advertisement, the Chair said that it would serve no further purpose to place the matter before the Complaints Board. The Chair ruled that the matter was Settled.

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