While many Australians might slip in a swear word or two in their day-to-day conversations, where do they draw the line when it comes to language in advertising? Using colloquial language in advertising can be a great way to connect with audiences on a personal level, but advertisers must find the right balance – or risk the backlash that comes with crossing into offensive territory.
In a study we completed in September 2024, we found that Australians’ perceptions on language in advertising vary based on age and cultural background. However, one thing remains consistent – there’s a figurative line that most agree should not be crossed. Regardless of someone’s personal use or tolerance of strong language in their daily lives, the community expects higher standards of language used in advertising.
This demonstrates people’s strong sense of social responsibility when it comes to language in advertising. For instance, many agree that they don’t want children exposed to strong or offensive language because they don’t want it normalised. Ads send cultural cues, signal social norms, and reflect broader values, trends, and issues. When language crosses the line, it risks challenging societal values. Straying too far can lead to negative reactions and harm brand perception.
So what words can and can’t you use in your ad?
Our study examined which swear words people generally find acceptable or unacceptable in advertising. The least offensive was “bugger,” with only 13% of respondents considering it too strong for ads, while the most offensive was the “C-word,” with 74% deeming it unacceptable.
We also found that different demographics respond to language in varied ways. Younger audiences are typically more tolerant of strong language in advertising, while older generations or those from more traditional backgrounds tend to prefer a more conservative approach. This presents an opportunity, but also a challenge, for advertisers seeking to connect with diverse audiences. The key lies in understanding and respecting these differences to ensure your campaign resonates with its target demographic, while not offending others in the process.
The acceptability of swear words used in advertising were found as follows…
As society continues to evolve, so do perceptions of language. What’s acceptable today might not be tomorrow, and vice versa. For advertisers, this means staying informed about societal shifts and regularly reviewing language choices. Make sure your next campaign connects positively with your audience, and avoids any potential backlash to maintain a relatable and responsible brand image.
To find out more about current perceptions of language in advertising, take a look at our full research report.
If you’d like some advice about whether the language in your ad would be considered acceptable and would comply with the advertising rules, we offer an advice service that provides expert guidance to help make sure your ad stays on the right track.
Here are some examples of ads that were found in breach of the Code of Ethics for using strong or offensive language:
- An ad for the movie “Deadpool and Wolverine” that used the F-word
- A social media ad that has repetitive use of several obscene words including the F-word and C-word