Elexir Pharma's advert featuring the phrase 'you can c*nt on us' in a public transport space was deemed offensive, sparking a backlash. The term is considered shocking in English-speaking contexts.
The ombudsman's ruling noted that while the word 'c*nt' might be less charged in Sweden, it is often viewed as extremely offensive when displayed publicly, especially to English speakers.
Elexir Pharma defended the word's use, suggesting it aimed to challenge taboos surrounding women's health, asserting that its interpretation varies by cultural context.
Despite Elexir Pharma's explanation about the word being reclaimed in feminist circles, the ombudsman concluded that the message's public display could offend general consumers.
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