It took perhaps a little longer than expected, but SBS2's 'edgy' transformation into SBS Viceland is finally shocking some pearl-clutching locals.
The Advertising Standards Board has banned a billboard campaign for the network's food show F*ck That's Delicious, after receiving a complaint from a member of the public upset at the use of inappropriate language "where young children can see it every day", Mumbrella reports.
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The show, which follows New York rapper and former chef Action Bronson and his entourage as they sample dishes while on tour, is rated MA15+, and is as heavy on the casual swears and drug references as it is on the culinary enthusiasm.
An SBS article lists some of the more "outrageous" moments from the show, including Bronson trawling Manhattan's streets in a bid to cure his post-smoke munchies and using a custom-made bong to cook a clam stew.
![Rapper Action Bronson samples some seafood on F*ck That's Delicious](/web/20161229090946im_/http://www.theage.com.au/content/dam/images/g/s/t/l/k/i/image.related.articleLeadwide.620x349.gtj54n.png/1482991322753.jpg)
SBS had defended the ad, saying the posters "do not contain strong or obscene language" and that they were aimed at the show's 16-39 year-old demographic and "are not likely to be attractive to children".
"The word is used in its colloquial sense, as an exclamation of pleasure, in keeping with the character of the program and the presenter. The phrase is not presented in an aggressive or sexual manner," they argued.
The ASB didn't buy it, though.
"The Board noted that the asterisks did not obscure the meaning of the word, and in the context it was clear what the word was meant to be," they said in their ruling.
![SBS Viceland's banned poster.](/web/20161229090946im_/http://www.theage.com.au/content/dam/images/g/t/j/5/6/p/image.related.articleLeadNarrow.300x0.gtj54n.png/1482991322753.jpg)
"The Board considered that the meaning of the word in the advertisement was clear enough that most young children would be able to read and understand it," they added, citing previous bans to outdoor posters featuring band names like Holy F--- and Starf---ers.
"The Board considered that the advertisement did use strong, obscene or inappropriate language," they concluded.
SBS had been through a similar episode in 2013 when they were forced to pull down a controversial billboard promoting their Foxtel Studio series Black Mirror, which depicted a man having sex with a pig, after receiving complaints from the Australian Christian Lobby and conservative politicians.
A spokesperson for the network later apologised for the billboard, saying it "was intended to provoke, but is clearly in appalling taste."