A poster and radio ad for the film Inglourious Basterds.
a. The poster featured an image of three men holding guns and a knife.
b. The radio ad featured sound clips from the film; the voice-over stated Quentin Tarantino brings you his most inglourious, most wildest adventure yet, utterly glorious ... Inglourious Basterds in cinemas Wednesday.
Issue 1. Six complainants objected that the word basterd was offensive and inappropriate for display on a poster or where it could be seen by children.
Issue 2. One listener objected that the word basterd was offensive and inappropriate for broadcast when it could be heard by children.
ASA Assessment: Not Upheld
Issue 1. Not upheld. The ASA considered that although the word basterd would be considered distasteful by some, it was presented in the context of a film and was not used in an aggressive or derogatory manner or used to verbally attack
someone. Because the word was presented in such a way as to make it clear that it referred to a film, and care was taken in its placement to mitigate its exposure to children, we considered that it was unlikely to cause serious or widespread
offence, or be seen as socially irresponsible.
Issue 2. Not upheld. We noted the steps Universal had taken to ensure that the radio ads were scheduled in such as way to avoid times when children were most likely to be listening. We considered that the ad was unlikely to be of particular appeal
to children and, because it was clear the word referred to the title of a film, we concluded it was unlikely to cause serious or widespread offence or harm children.