The Advertising Standards Authority (ASA) has ordered Anglo Dutch Power to remove a billboard containing an image of a raised middle finger. The billboard‚ situated on the N3 highway between the Buccleugh and London Road off-ramp‚ features the wording "GIVE INFLATION THE” and an image of a hand with its middle finger extended.It provides the company’s details and logo directly next to this image.Complainant‚ Steven Moss‚ objected to the billboard on the basis that it displays a large hand with the highly inappropriate and offensive "zap" sign.This was particularly inappropriate as children were inevitably exposed to it‚ Moss said. In its response‚ the company said the billboard had been up for four weeks and had elicited over 100 enquiries‚ with no other complaints whatsoever.The company said the middle finger describes what it would prefer to do with inflation‚ especially in the context of ever-increasing electricity costs. It said from that perspective‚ the image was perfectly appropriate.The company also said it failed to understand why children would be offended by this particular sign unless they were aware of it and had been told that this was a rude sign.The company said the middle finger was directed at inflation and the cost of electricity and not at the complainant or his children.In its ruling on Friday‚ the ASA directorate said advertising addressed to or likely to be exposed to children should not contain material that could cause them mental‚ emotional or moral harm and should not create the impression that it was acceptable to act in a manner generally regarded as unacceptable."The concern here lies in exposing children to a gesture that is commonly known as meaning 'F*** off” or "F*** you'. The Directorate accepts that the intention is to 'flip the bird' at inflation (a sentiment that most consumers are likely to share)."However‚ the fact that a large middle-finger is displayed on a prominent highway cannot be ignored‚ especially given its connotation [of] rude/offensive meanings."The authority also ordered that process of removing the billboard be started with immediate effect and that it may not be used again.- TMG Digital..