A “repulsive” and “offensive” ad for colonic irrigation has been banned by the Advertising Standards Bureau (ASB).
The billboard ad, placed in St Kilda in the Melbourne CBD, read: “It’s ok to lose your sh*t sometimes because if don’t you’ll end up full of sh*t.”
The spot was promoting a Melbourne colon cleansing clinic.
The complaint reads: “I find this billboard highly offensive and totally repulsive with its close proximity to schools. There are hundreds of children a day being exposed to such a repulsive message with offensive language which I feel is unacceptable.”
The advertiser, Aqua Health, responded saying the ad wasn’t intended to offend, instead designed to employ a “cheeky sense of humour”.
“We haven’t used any profane, offensive language. I thought we tiptoed around the subject quite artfully!” Aqua Health said.
In defense of its billboard, the company referenced fashion brand “FCUK” which often displays its slogan in advertising.
While the ASB addressed “full of shit” was a common phrase used in Australia, it ultimately found the advertisement did use inappropriate language and therefore breached the code. The board ordered the ad to be modified or removed.
Aqua Health intends to replace the letters “sh*t” with an emoji.
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