An advertising campaign in New Zealand, Stick it to Hep C, has been pulled because the use of a middle finger gesture was seen as offensive by some.
The campaign was spread online, via broadcast, print and outdoor media to push the point that a finger prick blood test could be used to detect Hepatitis C.
However, the local Advertising Standards Authority upheld complaints about the campaign, reports the NZ Herald.
"The Health Promotion Agency has since swapped out its main campaign image from a middle finger shot to a double thumbs," says the newspaper.
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