French Connection UK has once again been ticked off by advertising watchdogs over the use of its fcuk trademark. They have told the company that it overstepped the mark when it advertised the opening of a new London store as the 'world's biggest fcuk' - and have warned it not to do it again.
The ruling is the latest in a running battle between the Advertising Standards Authority and the fashion retailer over the sexual innuendos in its promotions.
The latest clash was over an Evening Standard ad which described the arrival of the store in Oxford Street as 'one humungous fcuk'.
A complaint about the ad, produced by TBWA/London, claimed it was likely to cause offence because it had appeared in a newspaper seen by people of all ages.
French Connection cited the fact that the ASA had received only one complaint about the ad, supporting its view that almost everybody understood that fcuk referred to the company's name, not an expletive.
The ASA accepted fcuk was a trademark but pointed to previous warnings to the company that fcuk should not be used in an ad if it could be interpreted as 'fuck'.
Meanwhile, the ASA refused to ban a camera ad of a photo being taken looking up a woman's skirt, despite complaints that it was indecent.
The e-tailer Jungle.com ad, produced by McCann-Erickson, was for the DC5000 camera. It appeared in FHM magazine with the headline, 'What you choose to do with it is up to you.'
Jungle.com claimed the ad was humourous and tongue-in-cheek but said it withdrew it after the complaints.