A cheeky ad by the Sun gloating about Britain winning more medals than Australia at the Beijing Olympics, using a twist on Australia "Where the bloody hell are you?" tourism, has been banned by the advertising regulator.
The ad featured as a giant billboard on a truck comparing Britain's 19 Beijing gold medals alongside Australia's 14 with the strapline "Where the bloody hell were you?".
One complaint was received by the Advertising Standards Authority that the language in the ad was offensive and could be seen by children.