Story: English language in New Zealand

Bugger – offensive no more (2nd of 2)

In 1999 the Advertising Standards Authority (ASA) received 120 complaints about the repeated use of the word 'bugger' in a television advertisement for Toyota Hilux utes. The word was seen as offensive by some because one of its meanings involves sexual activity, and because it is used as a swear word or curse. However, the ASA concluded that it was in common usage and unlikely to cause general offence.

Using this item

Saatchi & Saatchi

This item has been provided for private study purposes (such as school projects, family and local history research) and any published reproduction (print or electronic) may infringe copyright law. It is the responsibility of the user of any material to obtain clearance from the copyright holder.

All images & media in this story

How to cite this page:

Dianne Bardsley, 'English language in New Zealand - Characteristics of New Zealand English', Te Ara - the Encyclopedia of New Zealand, http://www.TeAra.govt.nz/en/video/40317/bugger-offensive-no-more (accessed 2 April 2020)

Story by Dianne Bardsley, published 5 Sep 2013