Advertising Regulator Tells British Newspaper Its “Aussie” Ad Went Too Far

The ASA has told the Sun Newspaper that its ad twitting Australia for failing to win more medals at the Olympics than Britain went too far. The agency informed the paper that using the word “bloody” in the ad, which asked the Australians, “Where the bloody hell were you?” was likely to be seen by children, and that the ad breached CAP Code clauses 2.2 (Social responsibility) and 47.1 (Children). Read the ruling here.