13th time is the charm, FCUK needs to fcuking stop it

The UK Advertising Standards Authority are getting miffed at FCUK again and have warned FCUK, this is the 13th time since 1999 that the ASA has published an adjudication regarding French Connection's adverts.

The latest ads are for the FCUK perfume, with the usual fold-out samples, with pictures of a young couple sitting in a bed wearing only underwear and the headline reads: "open here to try fcuk her" and "open here to try fcuk him."

FCUK argued that FCUK is the brand name and the headline clearly states open the fold-outs to try the perfumes named "him" and "her".
The ASA responded that in the context of the ad, the phrases "could be interpreted as 'fuck,' not just as the advertiser's brand name." and reminded French Connection "that it had previously made clear in published adjudications that 'fcuk' should not be used in an advertisement if it could be interpreted as 'fuck' and was concerned that they had done so in the advertisement."

​The perfume ads were placed in Boots magazine and received only two complaints from the public.