British regulators have banned an advert aimed at luring tourists to Australia due to its use of a mild swear word, Tourism Australia says.
The headline for the commercial, which features Australians drinking and frolicking on the beach, is "So where the bloody hell are you?".
As a result, the word "bloody" will be cut for the advert when shown on UK TV, according to Tourism Australia.
The advert is part of a $100m campaign to lure more tourists to Australia.
Tourism Australia managing director Scott Morrison said the ban would only make the campaign more successful:
"We thank the UK authorities for the extra free publicity and invite them to have a 'bloody' good holiday in Australia, especially with the Commonwealth Games now on and the Ashes coming up later in the year," he said.
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