Booking.com ad deemed not offensive

Booking.com has not had its advert banned despite the Advertising Standards Authority receiving more than 2000 complaints about it. 

The company can continue with its campaign.
The company can continue with its campaign.

Using a wordplay on “f**king”, the advert voiceover was as follows: “This holiday has been a year in the planning. And here you are standing, nay staring down your dreams. The rest of your holiday hinges on the moment you walk through that door. The door opens, you hold your breath and then you realise.

“You got it right. You got it booking right. Because it doesn’t get any better than this. It doesn’t get any booking better than this. Look at the view, look at the booking view. This is exactly what you booking needed. Bask in the booking glory at over half a million properties. Planet earth’s number one accommodation site. Booking dot com, booking dot yeah.”

The 2,345 complaints were made by viewers who said the advert was offensive and in appropriate for children.

The standards agency, while acknowledging people could make the jump to the swearword, added: “However, we considered that the voice-over artist enunciated the word clearly and that it was sufficiently distinct so as not to be generally confused with the word ‘f**king,’”.

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