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The U.K.’s advertising watchdog has cleared a somewhat expletive-laden endorsement from Jon Stewart used in an ad for the Book of Mormon musical in London.
“So f—ing good it makes me angry” was the quote that featured on a full-page ad in the London Evening Standard newspaper earlier this year, resulting in complaints to the Advertising Standards Authority (ASA).
The line, it was argued, was offensive, unsuitable for children to see and unsuitable for publication in a widely available newspaper.
However, the ASA has sided with the paper’s publisher, who argued that the word “f—ing” was not used in a sexual manner, instead “reflecting how much Jon Stewart enjoyed the show,” and rejected the complaints.
“We considered the word would be interpreted in a light-hearted context,” the ASA ruled. “We understood that the Evening Standard had a predominantly adult readership, and that the editorial sections reported on serious news events, while also regularly using explicit language. Therefore, we did not consider the ad would be offensive to those who were likely to see the ad.”
Thank f— for that.
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