KFC has ‘offensive’ adverts banned because watchdog rules “what the cluck” sounds too much like “what the f***”
A KFC advert has been banned for using a pun that sounded too much like a swear word.
Experts today slammed the advertising watchdog for not getting the joke.
KFC argued that the phrase was a way to "visually represent the sound of a chicken".
But the the Advertising Standards Authority (ASA) has ruled that the ad could cause "serious and widespread offence" after getting 40 complaints - and it has banned it from appearing again.
It said that "what the cluck" sounded too much like "what the f***."
The adverts appeared on bus stops as well as in The Sun and Metro newspapers.
The ASA said KFC was "irresponsible"; for placing the ads where children could see them.
It also warned the fast-food chain to avoid alluding to expletives in future campaigns.
"As adults we can see the funny side of an ad that says ‘What the cluck’ and it’s hard to see any offence in something that is clearly a joke and a play on words", Sarah Vizard, news editor at industry publication MarketingWeek told The Sun.
"The fact the ASA received 13 complaints about a KFC ad that read ‘FCK’ last year and decided it didn’t even need investigating raises questions over what was so much more offensive here.
"KFC will get more interest because of the ban than the original campaign."
Nils Leonard, founder of creative agency Uncommon Creative Studio, added: "The KFC ad isn’t offensive. Not really. It’s a gag, and if it were a moment on morning TV we’d all chuckle a bit and move on.
"It’s cool to be offended now. But we’re getting mad at the wrong stuff.
"What’s offensive is being able to target people with false data to win elections, or advertise drinks to children that contain unhealthy amounts of sugar, these are the things we should be really angry about."
Ms Vizard added that the ASA may have banned the ad because it appeared on posters which could've been seen by children.
Last year a similar KFC advert was praised by customers after the fast food chain ran out of chicken.
This saw the letters "KFC" rearranged to read "FCK", followed by an apology for the problems.
A KFC spokesperson said: “We’re disappointed but respect the ASA’s ruling. That wording’s been removed and we won’t be using it again.”
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