Australian tourism leaders have thanked UK censors for unwittingly giving their latest advertising campaign a big boost - by banning the ads from British television screens.

The promotional campaign, which features fabulous Australian scenery and the words 'Where the bloody hell are you?', has been deemed too offensive by censors - prompting waves of derision from Down Under.

An Australian government minister branded the move comical, and insisted that tourist leaders were delighted with the publicity caused by the ban. They believe the ban will prompt large numbers to go on the internet and have a look for themselves.

Fran Bailey, Australia's tourism minister, said that the decision, taken by Britain’s Broadcast Advertising Clearance Centre, meant the offending phrase would not be shown on British television. But it can still appear in cinemas, print advertisements and online across the country.

The minister said: "The regulators have clearly misplaced their sense of humour - and this from the country that brought us Benny Hill, the Two Ronnies and Little Britain.

"The reality of course is the regulator has given Australia a huge leg-up with their decision. This will generate priceless publicity, all of which helps generate interest in Australia."

She added: "The regulator is out of touch with British opinion. Based on our research and the initial feedback, the British are loving our cheeky sense of humour."

John Howard, the Prime Minister, also defended the slogan as "anything but offensive" when it attracted criticism in Australia.

The advertisements portray Australians drinking, enjoying themselves on the beach and relaxing in the Outback.

Ms Bailey said she had written to Tessa Jowell, Britain’s Culture Secretary, to have the television ban overturned. Meanwhile, censored ads will run in their place.

Scott Morrison, the managing director of Tourism Australia, said: "It’s a bit of a PR dream. This is a great opportunity to really promote the campaign. We’ll be driving people to the internet like there’s no tomorrow."

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