An Australian tourism campaign slogan has been ruled "obscene" by watchdogs weeks after it became a viral sensation for VERY rude reasons.
The ad for Australia's Northern Territory - also known as 'NT' - raised eyebrows and set tongues wagging online with its naughty play on words.
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The slogan 'See You in the Northern Territory' was shortened to 'C U in the NT' - and it's not hard to see why many people were offended.
The marketing slogan wasn't from the official tourist board, but has its own website, Facebook page, and Instagram.
The eye-popping campaign gathered pace with merchandise even including t-shirts.
Facebook / CU in the NT
"Whether you're young or old there's so much to see and do in the NT!" the websites proclaimed.
"Experience the unique Northern Territory in Australia's top end for an unforgettable experience.
"Tell your friends CU in the NT!"
Some found the classic Australian humour funny and charming in a reckless sort of way.
What's more, the NT is an incredibly beautiful place, full of sweeping landscapes, mesmerising wildlife and beer aplenty.
Some people loved the whole thing:
Lucy Dickson wrote on Facebook: "Love it. Ordered four singlets for Christmas presents lol."
And Paul Bastian added in a somewhat indecipherable manner: "That's f en bonza mate. That's better than where the b***** hell are ya campaign for qld. Well done lads."
But, unsurprisingly, not everyone was impressed.
"National disgrace," said Jodie Ellis. "Australia, where they use absolute filthy language and call it tourism promotion.
"How many tourists are you going to attract, especially when you refer to it as a vagina?"
Annalise De Mel commented: "Just wondering what elders you consulted or granted you permission to use Uluru, a sacred site, with this slogan plastered over it?"
The Advertising Standards Board in Australian ruled the language was not appropriate.
NTOfficial.com had argued the board would set a "dangerous precedent" if it was found to breach advertising codes.
It said provocative acronyms were used by well-known brands such as French Connection UK, which markets itself as 'FCUK'.
But the Advertising Standards Board, which has no legal powers, said the language was "obscene and not appropriate in advertising in any form", the BBC reported.