UK lifts 'bloody hell' ad ban

Britain's Broadcast Advertising Clearance Centre (BACC) last week stepped in to prevent commercial television airing the Australian ads because of their use of the word "bloody".

The ban sparked a storm of ridicule and criticism in Australia, which dispatched Tourism Minister Fran Bailey to London to defend the ad campaign and poke fun at the British for losing their "sense of humour".

Bailey on Saturday announced that the BACC had agreed to let the ads air on British television.

"I am pleased that common sense prevailed and the regulators realised the campaign was intended to be cheeky, friendly and very Australian," she said in a statement.

Bailey said she pointed out in meetings with British officials that the word "bloody" had been used in British television advertisements before; that Tourism Australia research found "bloody" was not regarded as offensive in Britain and that no one had protested at the ads in countries where they were broadcasted.

"My faith in the British sense of humour has been restored," she said.

Tourism Australia launched its campaign last month, featuring such highlights as the Great Barrier Reef and Sydney Harbour.

The advertisements end with a bikini-clad model saying: "We've saved you a spot on the beach - so where the bloody hell are you?"

While Australia fought to get the British television ban lifted, officials acknowledged the controversy was worth its weight in gold.

"The reality of course is the regulator has given Australia a huge leg-up with their decision," Bailey said earlier this month.

"This will generate priceless publicity, all of which helps generate interest in Australia."