The complaint under the Advertising Standards Code and the Alcohol Advertising and Promotion Code was brought by the Communities Against Alcohol Harm lobby group. “The Advertising Standards Complaints Board has not upheld parts of this complaint related to the liberal use of F-bombs in the naming, labelling and advertising of these products,” Cowie said. Advertising targeted to adultsIt also said the labelling and advertising was targeted to a limited adult audience. The Good George Brewing company has been selling its F-word branded gin for five years, and has had only one complaint in that time. The complaints board at that time said that “bugger” was part of New Zealand rural humour and was unlikely to cause widespread offence because the advert was screened after 8.30pm.

Source: New Zealand Herald January 14, 2026 08:36 UTC