WELLINGTON, Saturday: The King St Hamilton creatives who had the wit to develop a boring product into a cutting-edge billboard have been slapped down by the Advertising Standards Authority.
The First Credit Union (FCU) billboard reads: Say FCU to your bank.
The ASA decision said: “The complainant was concerned the advertisement is inappropriate because it is insinuating the phrase ‘Say fuck you to your bank’.
“The Advertiser said [somewhat ingenuously] FCU is their name and their brand. They believe the billboard advertisements are not offensive.
“FCU is their name and their brand. The 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.”
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