Retailer’s Kinky Bugger Ad Provokes Complaints To ASA
Clothing retailer French Connection has once again fallen foul of the Advertising Standards Authority (ASA) for using its initials, FCUK, in an advert in a way which could lead to the letters being read as “fuck”. The 132 complaints received by the ASA concerned a poster advert advising consumers to visit the website “fcukinkybugger.com”. Complainants thought the advert was deeply offensive and unsuitable for display where children could see it.
French Connection took the not uncommon approach of claiming that the poster was meant to be “light hearted”. It added that “bugger” was shown by research (see Public Still Concerned By Strong Language In Advertising, Says Report) to be regarded as a mild expletive, while “kinky” was not even included in the survey of offensive language. French Connection’s own research prior to the campaign had also found the poster to be inoffensive.
The ASA was not convinced, saying that while the elements of “fc” for French Connection and the words “kinky” and “bugger” were not offensive when spoken or read in isolation, in the context they were used, misinterpretations such as “fuck kinky bugger.com” or “fucking kinky bugger.com” were possible. The advert was therefore considered likely to cause serious or widespread offence, irresponsible and likely to bring advertising into disrepute. The ASA told French Connection not to repeat a similar approach and to seek advice from the Committee of Advertising Practice Copy Advice team before placing posters in future.
It appears unlikely that this telling-off will cause a change of direction for French Connection. Ever since Trevor Beatty was called in to revive the profile of the fashion brand in the late 90’s and came up with the amusing use of the company’s initials, FCUK has been vying for Bennetton’s controversy crown. Despite having been warned repeatedly from the outset not to use the obvious sexual innuendo (see Fcuk Told Not To Play On Words), the company has made huge gains in brand awareness by offending the sensitive at large with nearly very rude posters and press advertising and even the t-shirts its sells, emblazoned with slogans such as “To busy to FCUK” .
The latest poster appears to be an attempt to court publicity on several levels. In addition to the poster’s offensive wording, the content explains how its latest TV advert has been barred from broadcast for being too risqué- hence the invitation to view it on the website. There have been suggestions that the advert was made with the express intention of not being passed for broadcast, in order to further the company’s anti-establishment image and press coverage, as well as driving traffic to its website.
ASA: 020 7580 5555 www.asa.org.uk
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