This week the UK Advertising Standards Authority cleared betting firm Paddy Power from a charge of vulgarity related to an ad the betting firm published, which urged FIFA President Sepp Blatter to "F**k Off Already".
The ad was published in The Guardian newspaper earlier this year during the FIFA scandal when several high-ranking officials associated with the football association were charged with various crimes by the United States. The ad resulted in just one complaint from a reader, and Paddy Power defended the spot, noting it used asterisks to lessen the severity of the phrase and noting that it was all in good fun.
The ASA commented on the matter, noting: "We noted that the ad appeared in the Sport section of the Guardian, which we understood had an adult readership and frequently contained swear words."
"We considered that readers of that section were likely to understand that the ad was intended to be a light-hearted comment on the ongoing allegations of corruption within FIFA, and in particular the controversy surrounding Sepp Blatter's tenure as FIFA president. In that context, we considered the use of "F**K" was unlikely to cause offence to readers."