Yet Another Byte

So where the bloody hell are you?

The advertising campaign caused controversy in March 2006 when it was banned by the Broadcast Advertising Clearance Centre in the United Kingdom, which would not allow the word “bloody” in television versions of the commercial. Following lobbying by Tourism Australia, including a visit to the UK by Australia’s tourism minister Fran Bailey and Lara Bingle, the ban was lifted, although a 9pm “watershed” was imposed on television commercials in May.

In March 2007, the Advertising Standards Authority in the UK ordered the removal of roadside billboards bearing the slogan. The ASA stated that it had received 32 complaints and warned Tourism Australia to refrain from using profanity in future billboards.

The advertisement has also been banned by regulators in Canada, owing to the implication of “unbranded alcohol consumption” by the opening line, “We’ve poured you a beer”. There was also concern in Canada at the word ‘hell’ being used as an expletive. It has been allowed to run with no adverse action in countries such as the United States and New Zealand. In Singapore, the advertisement campaign is presented as “So Where Are You?”, with the words “bloody hell” removed.