Swearing has lost none of its power to shock – thank f***! | Eva Wiseman

Adverts, MPs and newsreaders have all been caught in the act...

Whenever I read asterisked swear words in print, and surely you do this, too, I very carefully sound the word out either aloud or in my head. And the feeling it gives me, working out the word from only two letters and an assortment of shapes, is as if I have cracked a secret code or passed a test, which means the word resonates at a higher pitch than its pathetic unstarred pals. It rings like a lovely bell and the stars for letters mean it glitters. Which, I think, must be the very opposite of what was originally intended. Instead of obscuring the word, the asterisks manifest it.

Sometimes you don't even need asterisks. The ASA recently investigated ads for Tesco Mobile after receiving complaints that using the words shiitake", pistachio", and fettuccine" in a context where they alluded to expletives" was offensive and inappropriate for children to see. They would make them think about swear words and then, presumably, become ungovernable and possibly go on to kill.