The Advertising Standards Authority has cleared the AHDB’s “Give a Fork about your Pork” press ad campaign, after three people complained its use of language was offensive.

The advertising watchdog said it believed the use of the word “fork” was a comical way of raising awareness of pork provenance and quality, and although many readers would understand it to be a play on the word “fuck”, the ad itself did not actually use any bad language. “Although some readers might find the connotation and word play distasteful, it was unlikely that the ad would cause serious or widespread offence,” the ASA said in a ruling today, adding no further action was necessary.

However, the ASA dismissed the AHDB’s suggestion the phrase “give a fork” was meant to stand for “give a thought” and not “give a fuck”.

The Give a Fork about your Pork campaign promotes Red Tractor-assured British pork, and is fronted by Jimmy Doherty. In addition to the press ads, it also featured a number of online videos broadcast on Channel 4’s 4oD video-on-demand site.