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LONDON (Reuters) - Britain's television watchdog banned a supermarket chain on Monday from using the word "F A G O T" in a commercial, referring to a traditional British dish.
Somerfield's ad featured a husband complaining about his wife's repetitive cooking.
When she told him it was Friday so he was getting his usual ******s, a traditional dish of meatballs in gravy, he said: "I've nothing against ******s, I just don't fancy them."
"Three listeners were offended, as they believed the husband's response alluded to homosexuals, ******s being a derogatory term for them," said media watchdog Ofcom.
But Somerfield denied Ofcom's charge. "******s were chosen to demonstrate the idea because they are commonly perceived as an outdated and slightly comical product, not because of any allusions to homosexuality," it said.
But Ofcom ruled that the term was "highly derogatory" and banned the advert from being broadcast again.