Swedish firm censured for use of C-word in ads for vaginal health supplements

Regulator deems posters offensive, though Elexir Pharma argues term is ‘not loaded in the same way as in the UK’

The Swedish advertising ombudsman has criticised a company for using the C-word in posters to promote vaginal health supplements, saying the use of the “gross profanity” is offensive to consumers.

The ads, displayed on public transport in Stockholm and Gothenburg, feature the phrase “you can cunt on us” in pink writing.