A poster advertisement for a Robert DeLong concert has been taken down, after a complaint about it using an obscene word, even though an asterix was inserted.
A complainant to the Advertising Standards Authority said the word was just as offensive in written form as when it was spoken.
The complainant – identified only as E Bennett – was concerned about children's exposure to the advertisement, which said "did I make you (obscene word) dance?"
DeLong is an American musician, whose concert promotions worldwide use a similar poster.
The word used was unacceptable in light of generally prevailing community standards, the complaints board said.
It was not saved by the use of the asterisk in place of the letter "u", and was likely to cause serious and widespread offence.
The advertiser said the poster used a lyric from one of the artist's songs, most people would not find the word offensive in its entirety, and children were exposed to worse on television and the internet.
Media Profile Plus, who placed the ad, said it had been removed and apologised for any offence caused.
Upholding the complaint, the board said the word was recognisable as a swear word, regardless of the symbol.
Iterations of the word rated as "highly unacceptable" on a Broadcasting Standards Authority list issued this year.