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back to article 'Bloody' is an offensive word, declares ASA

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 …

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Joke

I'm a poster, so don't use it on me

"The ad was found to be in breach of rules on social responsibility and the protection of children. The ASA told The Sun not to use the word "bloody" on posters in future."

That's right; think of the bloody children.

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Boffin

Technically it's blasphemy

Bloody is a bastardisation of "By My Lady!" an expression of surprise of yesteryear. (In the same way that Blind Me! turned into Blimey!) The Victorians got prudish about the vague blasphemy of the whole thing and By My Lady became Bloody. Hell was tacked on later ( I imagine in the 20's) and stuck because it rolls of the tongue so well.

If we're going to get prudish about bloody - could we revert, please? Somehow it doesn't seem so bad these days.

Ta

Alex

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Stop

Bloody?

Why is it a swear word?

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Words of Praise

Given that "Bloody" is a shortening of "By our Lady" and nothing particularly sanguinary, I wonder if I can extend this ruling to "Jesus Christ", and thus anytime I see "Jesus Christ" written anywhere, complain loudly about the damage to my delicate sensibilities.

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Bronze badge

Bloody offensive!

Too bloody right, mate.

Since you bloody Poms outnumber us Aussies three to bloody one you've got nothing to bloody well crow about. </ocker mode>

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Heart

Bad word

My wife hates it when I use that word, and we're Canadian.

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Coat

All it takes..

Is one selfish individual and we lose a source of amusement. I'm surprised that they didn't object on religious grounds as it mentioned the word Hell.

/ the one with the BBQ lighter fluid in the pocket please...

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Coat

Bloody???

I just don't get it. Seems the most offensive word in English is "Ban" or its derivatives. Ban waste collections, ban supermarket plastic bags, etc...

For Fuc*ks sake, even the word FUCK is possibly an acronym - "For Unlawful Carnal Knowledge" - but Wikipedia offers more possibilities.

OK, in (partial) acceptance, when at primary school some 45 years ago, our heamaster taught us that "bloody" referred to the blood of the Virgin Mary - maybe hence the drink - but I never saw, or can see the connection. And, as she was stuffed by Gabriel, why the 'Virgin* bit?? She had kids afterwards, so ditto.

FUC*K 'em!!! PC correct wank*ers. Oh, that'll be the IT connection... (the PC bit, I mean) ;-)

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Silver badge

Blooming hades

If Winnie the Excrement can say "Bother!", I should be able to order a Pygmalion Mary without a fuss.

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Unhappy

I wish the ASA

would listen to the many, many complaints that ISP's and telco's continue to sell Unlimited * packages.

* unlimited, subject to our fair usage policy. i.e. our FUCKING limit!

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Err...

Haven't the Ozzie tour board already been told off by the ASA for use of said same word in said same sentance in an advert that I'm sure this was a hillarious parody of by the Sun.

(nb: Many Christians consider 'bloody' to be offensive because it refers to the Blood of Christ.)

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IT Angle

So does this mean...

..the Tower of London will need to do some re-branding?

http://www.toweroflondontour.com/bloodytw.html

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Stop

This is seriously screwed up

ASA - Are you the FCC in disguise?

ASA Person 1 : We received 1 complaint about the word "bloody"

ASA Person 2 : We know that 1 complaint = 100 billion people.

And there was me thinking 1 person couldn't make a difference...

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jai
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this country is going to the bloody dogs!

the use of bloody in that context is surely just a coloquial thing. it's a very english turn of phrase

such as "only s'posed to blow the bloody doors off!"

and honestly, what kid these days would think bloody is a swear word anyway?

it'd probably seem very quaint and old-fashioned

like someone saying "where the gosh-darned heck were you?"

we're going to end up having to speak like Ned Flanders or face being slapped with an ASBO

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Title

I fell off the podium and hurt myself and I have a bloody knee.

The ASA do have a use, but sometimes, they're idiots. Rather than have a swipe at mild swearwords, I'd prefer them to have a go at real lies in adverts, such as my train company touting it's new timetable as "improvements" when it's cutting services by 50%

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Joke

What ever next....

Bloody strewth mate, them pommies have been told not to use bloody on ads, I hope it don't catch on here...

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Flame

Bloody 'ell

those bloody twatdangles at the bloody ASA are a bit bloody full of themselves.

Bloody oath.

(Fuck) - teehee!

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ffs

fucking PC brigade in full force again!

what about the amount of times chris moyles says arse, fart and bloody then?

these surely only offend religious/right wing types... fuck em anyway they are freaks!

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IT Angle

Why?

Perhaps El Reg readers can help me out. Why is the word 'bloody' in any way offensive?

I guess it's to do with god-botherers, is it either menstruation or the Eucharist?

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Anonymous Coward

Bloody Stupid

... ASA ;) Holes

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Tim

How thick are the sun?

The Aussie tourist board were already reprimanded for the EXACT same wording on one of their adverts last year, but i dont suppose they employ rocket scientists at the sun.

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WTF? (warning: words in the dictionary are used)

Bloody hell! What a fucking plonker! The complaining cunts should taken out back and have their goddamn pricks sliced off for being such utter twats!

Oh, sorry, am I allowed to say "prick" here?

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Alert

What if...

they want to describe something that is covered in blood?

Bloody idiots!

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Anonymous Coward

How about other words?

How about doing something about using the term 'unlimited' when the service on offer is clearly not without limit? That sort of outright lie really is offensive (don't expect the prudes at the ASA to bother with this one though)

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Joke

Offended?

Quite frankly, I was disgusted at the linked page on the ASAs website. The word "bl**dy" was visible on at least 5 occasions! How dare they offend my eyes!

Bloody inconsiderate tossers.

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Anonymous Coward

The bloody SUN

Isen´t the SUN one of the "news"papers always going on about THINK OF THE CHIELDREN!!!! ?

soo... *pointing at the SUN* HAH

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OOohh can't say bloody...

... but if you want graphic images of a child being abused or killed that's fine.

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Flame

@ASA

Oh shut up!

I object to their use of censorship. Can they be banned please?

ffs...

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Coat

"That was bloody brilliant !"

Said by Ron Weasley to Prof. McGonagle in the first Harry Potter movie (Not in the book, interestingly enough).

Ooh, ooh, then he told Harry to "piss off" in The Goblet Of Fire movie (again, not in the book).

Mine's the invisibility jacket.

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Heart

By Our Lady

Never mind offensive, it's blasphemous! Where's Mary Whitehouse when you need her? Oh yeah, she's dead innit.

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Boffin

Harry Potter

I thought Ron Weasly said "Bloody hell" all the time in those books..?

Doesn't that mean that UK kids have seen/heard that word many times?

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Sam

What??

Stupid fucker.

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Joke

Bloody hell!

Is, IMHO an expression of mild surprise. But then, there are really no 'bad' words, it all depends on context. How can a word be deemed to be offensive,when it is the meaning conveyed by the word that has the potential to cause offence, and not the word itself? For instance, I find the use of any word to advertise the Sun 'newspaper' grossly offensive...

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Anonymous Coward

How bizarre ...

Why is the word "bloody" deemed offensive? Why is the word "killer", as in "killer app", not deemed offensive?

I can understand how the reference to "hell" might be offensive to religious types, but that's not the bit the ASA was objecting to, apparently ...

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Thumb Down

*rolls eyes*

The ASA are really showing their stupidity this week aren't they - had someone threatened to strip them of the little power they have?

How can one person's complaint ban the use of such a mild word (and, given the context, it was clearly meant as a humorous take on the Aussies' prolific use of the word). Did her child even see it? Poor child, so wrapped up in cotton wool one day they're going to get a real shock when they realise the world isn't made of candy sticks and lollipops.

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IT Angle

What the fuck?

Oh fucking hell, all the comments on here are going to be bloody hilarious.

Cocks and twat.

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Flame

to hell with the children

seems like we do live in fucking christian Iran after all.

frankly this country is a mess, tories and labour are the same party, with the same megalomaniac ideas and aims, lib dems are a bunch of enviro loonies and media darlings.

Kids hear worse EVERYDAY, I hear parents yelling "reebok/chardonnay/shannon, get your fucking arse over here before I batter pure fuck out of you!" (and yes some muppet did call their kid reebok :-| )

Ive even heard young pre school kids yelling fuck you and other obscenities to adults, so I think the use of Bloody in a satirical context is a NON ISSUE, then again keep the population focused on one hand while you fuck them with the otheer

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Um...

Fuck the ASA?

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Hospitals.

So you can't use bloody now. How about bleeding, as in 'that red stuff is from my bleeding leg'. However, that falls down if you've stopped bleeding and are now simply bloody. Hmm, how should I address this issue should it arise without risking being banned from the NHS for using offensive language?

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IT Angle

well

I'm bloody well offended by the ASA's politically correct dong-cockery. May their genitals welt with a thousand blisters.

IT angle? Well I suppose a computer was involved somewhere in the design of the offending ad...

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j
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"WON'T SOMEBODY PLEASE THINK OF THE CHILDREN!"

child safety - every prudes stick to beat the rest of us over the head with. The concept of "childhood" wasn't even invented until Victorian times - how appropriate the it's being used to invoke victorian morality

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Gods Blood!

'Bloody' is an oblique reference to the crucifiction of Christ. When men of old wanted to swear, they would avoid direct God and reference something related instead. 'Bloody' refers to the wine that our lord and saviour shared with his disciples at the last supper and would have been very offensive. In 1408.

The publishers of The Sun should thank their lucky stars they didn't publish anything truly offensive. 'Gadzooks', for instance is a reference to the nails that were used to crucify our blessed master ('Gods Hooks').

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Coat

I find The Sun's existence to be socially irresponsible and offensive

Ban please?

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neb
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FFS!

why don't you just go live there if you love it so much

fucking ASA arseholes

that is all

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One Complaint

what the fcuk is the country coming too...

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Flame

I now have a bloody...

forehead from beating my bloody head of the bloody desk and the bloody wall in frustration at the exponential bloody rise in over zealous bloody censorship from all bloody quarters.

Enough with the bloody nagging, nanny bloody state mentality.

I'm bloody furious.

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IT Angle

Bloody nora

I remember as a kid being told not to say bloody, but we had a cure rhyme to deal with it!

Bloodys in the bible, bloodys in the book, if you don't believe me, have a bloody look.

Obviously this was before kids went around carrying AK47's and machetes and stuff. Wheres the IT angle though? Unless you suggest we start to read the Sun for unbaised technological opinion?

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Coat

Can they use "By our lady"?

Which is the extremely offensive phrase that the word is derived from.

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No more "My Bl**dy Valentine" billboards then...

Bl**dy ASA...

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Down Under Cringe Factor Infinite

Speaking from the Antipodes, I am very glad that I did not have to see those Tourist Board adverts.

Lara Bingle might be a highly desirable example of feminine pulchritude, but that simply doesn't fit with the crass expression.

I can only hope that your sensible ASA will now go after the silly Australian Tourist Board as well.

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