For F's sake: ASA reckons 'fricking' is okay for radio ads

The Advertising Standards Authority of South Africa (ASA) has ruled that the word 'fricking' is less offensive to young children than the word 'effing' in the context of radio advertising, specifically the radio commercial for second-hand car trader We Buy Cars.

The ASA formerly held that 'effing' is not a suitable word for children, because it is a euphemism for 'f*cking', and "a child would most likely get into trouble at school if they used this phrase." However, 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'."

Read more on this fascinating story at Business Insider SA.