Australia's new multi-million dollar tourism advertising campaign has fallen foul of censors in the United Kingdom.
The British television advertising regulator has banned the "Where the bloody hell are you" tag line from being broadcast on TV.
The full version of the ad will be allowed to be shown in British cinemas, and in print and online campaigns.
Federal Tourism Minister Fran Bailey says the regulators are being precious.
"This is the country that gave us you know, Benny Hill, the Two Ronnies and Ali G, and suddenly our cheeky advertising campaign seems to have got under their skin," she said.
Ms Bailey says the decision is out of touch with public opinion and she will raise her concerns with her British counterpart.
"Most Brits of course appreciate the cheekiness and the Australian sense of humour and don't have a problem at all," she said.
"I just think that maybe the very drab and dreary weather got to the regulator and they've just lost their sense of humour."
The head of Tourism Australia, Scott Morrison, says the decision will help fuel interest interest in the campaign.
"It's a bit like when Olivia Newton-John was banned all those years ago in the US - it did wonders for her sales," he said.
"When you get reactions like this it means that it's cutting through, people are responding and it gives us a great opportunity to really drive the PR.
"We always knew there was a risk of this but it was really going to be a win-win either way."