Friggin ad complaint gets the boot

It seems "friggin" is acceptable language when it comes to advertisements.

The word was put under the spotlight when a complaint was made to the Advertising Standards Board over a 30-second ad for Mongrel Boots, which features "friggin" five times.

The complaint said the word is commonly used to replace another F word and neither is acceptable in any form, at any time.

But the company said the language used by two tradies in the ad is in the context of a building site and is unlikely to offend consumers of the product, who are predominantly blue collar workers.

The board determined the word in question is a generally accepted word in the community and although it's offensive to some, it's not strong or obscene language.

"The expression is more an indicator of annoyance rather than an aggressive attack," it said in its determination.

It rejected the complaint.