Anytime Fitness falls foul of advertising watchdog over “F*CK UNFIT” campaign

Businesses are warned to be careful when it comes to swearing in advertising after an ad from Anytime Fitness Australia was found to be in breach of the advertising code of ethics. The nationwide gym chain sent out a series of advertisements across various mediums during January and February, including SMS adverts, flyers, and posters. […]

Dominic Powell 20 February, 2017

Businesses are warned to be careful when it comes to swearing in advertising after an ad from Anytime Fitness Australia was found to be in breach of the advertising code of ethics.

The nationwide gym chain sent out a series of advertisements across various mediums during January and February, including SMS adverts, flyers, and posters.

The ads begin with the phrase “F*CK UNFIT” and aim to entice customers to use Anytime Fitness’ gym app by riding the “New Years resolutions” fitness wave which typically occurs in January.