I hate the way the voice over intones the name of the company, he makes it sound like he is saying something else that he would not be allowed to say in an advert.
Well I think the ASA is wrong, even at the planning stage the advertisers were themselves questioning the word. The problem is where the word is placed in the sentence, " you got it right, you got it booking right", in that context it can only be replaced by the F word .