It has previously held that "effing" is not a suitable word for children, because it is a euphemism for "fucking", and "a child would most likely get into trouble at school if they used this phrase".
But on Wednesday the ASA directorate unanimously ruled that "the word 'fricking' coming from a child would cause considerably less consternation and possible trouble than the word 'effing'."
So "fricking" is not harmful to children, at least in the context of the radio advertisement it was considering, the ASA said.
The ad it considered is a radio commercial for second-hand car trader We Buy Cars, that includes the dialogue:
First character: "You even come to me?”
Second character: "And even do all paper work with immediate payment”
First character: "Really?”
Second character: "Yes. We buy cars”
First character: "Wow. That’s fricking painless”
A consumer said that was an unnecessary and crass euphemism for "fucking".
"Fricking", though, is its own adjective, the ASA said.
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