Just in case you were wondering, it is not okay to use the word “slut” in your next advertising campaign in New Zealand. Claims that the word is a commonly used “throwaway humorous line" rather than an insult have been rejected by the country’s Advertising Standards Authority.

Apparently, people started complaining about billboards advertising a television show called “Top Chef.” The ads featured the words "Backstabbing Slut" in icing on a cake, followed by the punchline: "They make desserts, not friends."

The advertiser said that “Anecdotal evidence suggests the word ‘slut’ is increasingly being used as a throwaway humorous line … especially among younger people."

But the complaints authority disagreed, noting the word “slut” was ranked 12 out of 31 in a 2009 survey that looked at the acceptability of expletives on television and radio. It therefore remained a “strong and pejorative expletive.”

We’re pretty sure George Carlin would be rolling his eyes if he were still around.