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ITV Kojak poster pulled for resembling swear word

LONDON – An ITV poster promoting US crime drama 'Kojak' has been pulled by the advertising watchdog after it used the misleading slogan Mothersucker.

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The drama, part of the line-up of new male-skewed channel ITV4, was advertised with the phrase "Mothersucker" with a lollipop instead of the "O".

Four viewers complained that the ad obviously referred to an offensive phrase that was unsuitable for the posters, which could easily be seen by children.

In its defence, ITV said the play on words was common in other poster campaigns and its Mothersucker poster was strategically placed in commercial rather than residential areas to reach the intended target audience not children.

The Advertising Standards Authority ruled that the poster was likely to cause serious or widespread offence and breached clauses on decency and children.

ITV was not allowed to show the poster again.

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