Fcuk Told Not To Play On Words

French Connection Group Plc has had its knuckles rapped by the Advertising Standards Authority. The ASA’s Monthly Report, published today, has upheld complaints objecting to the clothing company’s use of the slogan ‘fcuk fashion’ in recent advertising campaigns. The complainants thought that the slogan was obscene and a shameful attempt to play on the word ‘fuck’.

In their defense, the advertisers said fashion brands often used their initials instead of their names. The Authority, however, considered that consumers would not generally know that ‘fcuk’ was a reference to French Connection UK and concluded that the ad was likely to cause serious or widespread offence. The advertiser was asked to withdraw the ad and asked not to use its initials again in ads where they may be seen to play on words.

ASA: 0171 580 5555