An email campaign entitled 'FCUK Safely' offered the first 200 respondents to purchase a T-shirt online a packet of FCUK-branded condoms.
A member of the public from Derbyshire objected to the contents of the email, which, as well as the headline, included T-shirt slogans such as 'FCUK. If you don't believe in oral sex keep your mouth shut'; 'practise safe sex, go FCUK yourself'; and 'FCUK Guns, Disarm'.
The email was sent to a highly targeted audience that had opted in to receive the company's clothing catalogue online. FCUK said it would not be sending the email again, adding that it had only been sent to customers who had requested messages from it and were aware of the spirit of the FCUK brand, which the Advertising Standards Authority accepted.
The company said the tone of the campaign was responsible because it promoted safe sex and a reduction in gun crime.
However, the advertising regulator pointed out that FCUK has been reprimanded about the use of the name FCUK in advertising before in instances where it could be interpreted as the word 'fuck'.
The watchdog ruled that the use of the word FCUK in the headline of the email and on the T-shirt slogans was likely to cause widespread offence and the clothing brand was told not to repeat the approach.
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