The ad watchdog has upheld a complaint against youth retailer Jay Jays after a complaint of its in-store poster, which featured the acronyms “OMG” and “OMFG”, accused it of being offensively blasphemous and insensitive.
The poster was advertising the company's end of season sale. It featured large text which read "OMG" and "OMFG", acronyms for "Oh My God" and "Oh My Fucking God".
The complainant told the watchdog: "I find this offensive as a parent this is not language that needs to be explained to children. As a Christian and a follower of God I find this particularly offensive. I can deal with the OMG although I don't like it but the addition of the F is offensively blasphemous and religiously insensitive.
"I cannot believe that an abbreviated form of blasphemy and swearing is acceptable advertising. I as a Christian find it highly offensive - even the OMG. As a parent I cannot support a company that puts OMG and OMFG in front of my children's faces in a family friendly shopping centre. Abbreviated or not, Jay Jays has lowered their standards to an all new level."
While the watchdog ruled the "OMG" was not offensive - as it was "very commonly used by both younger and older generations" and wasn't inappropriate, nor strong or obscene language - it did uphold the case against OMFG.
"The Board considered that there is a large portion of the community that would take offense to this term and that to refer to “Oh My Fucking God” is blasphemous and inappropriate in the circumstances (including for the relevant audience and medium)," it said. "The Board considered that most people would find these words when associated together as offensive and strong and certainly not appropriate in a prominent public location."
This ruling came under Section 2.5 of the Code. Jay Jay's, which is owned by Just Group, said the campaign had now ended.
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