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Wednesday, 24 October, 2001, 07:29 GMT 08:29 UK
Watchdog backs 'Kraut' campaign
A leaflet carrying a picture of a German footballer with the slogan: "The Krauts are coming" has been supported by Britain's advertising watchdog. The Advertising Standards Agency (ASA) said the term "Kraut" was "a light-hearted reference to a national stereotype unlikely to cause serious or widespread offence".
But Germans have objected to the ruling, saying the term is offensive. The ASA verdict followed a complaint about a direct marketing leaflet advertising sanding disks made by a German company. Sent out just before the England's World Cup qualifier against Germany in September, the leaflet read: "The Krauts are coming - with unbeatable quality." 'Not nice' DRONCO Abrasives said the term was a "humorous reference to Germans' allegedly high consumption of sauerkraut". But a German Embassy spokesman said "It is offensive. "If you were called cabbage, you would not like it. It is the same for us." The cultural attache, Tilman Hancker, added: "Speaking personally I would be offended to be called it and I think most people would not find it a very nice name." |
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