The Sun newspaper has been ordered not to use the word 'bloody' on posters in future. The Advertising Standards Authority (ASA) said it was socially irresponsible to use the word in an advert that appeared in a public place.
The advert appeared on the side of a lorry. It stated "Where the bloody hell were you?" against a background of the Union Jack flag. It showed Great Britain's Olympic gold medal tally of 19 compared to Australia's 14.
A person who saw the lorry parked on a bridge on the M4 motorway objected that the language used was offensive in a public place where it could be seen by children. more
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