A complaint made against a Hell Pizza billboard featuring US President George Bush has been partially upheld by the Advertising Standards Complaints Board (ASCB).
The advertisement featured Mr Bush and the words "Hell. Too good for some evil bastards".
Objections were made to the use of slang in a public place, the alleged denigration of Mr Bush, and perceived blasphemy.
One of the complainants described the billboard as a vicious smear campaign against an openly Christian person.
But advertising agency Cinderella Ltd defended the billboard, saying that it tapped in to a growing sense of outrage about the invasion of Iraq.
The agency also said that use of the term "bastard" is widespread and can be considered a compliment.
Yeah, that word is especially complimentary when the word "evil" is used in front of it. Putting aside the President Bush ad, I would be scared to death of being struck by lightening if I worked for this company. (They even have a store in Christchurch.)