Tourism Australia's TV advertisement faces a new ban in the UK, where it will no longer be shown before 9pm. The 'So Where the Bloody Hell Are You?' advertisement has been deemed inappropriate for children by the UK's Advertising Standards Authority, according to a report in the Creative Bulletin.

The new ban has resulted from the objections of 36 viewers, including 16 who were concerned that children might see the ads and eight who believed they should not be shown before 9pm, the Creative Bulletin said.

The ad was initially put under a blanket ban in the UK because the word bloody was deemed offensive, but that ruling was overturned in March. In making this latest decision the ASA said that parents were entitled to expect that TV advertising should not appear to endorse or encourage swearing

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