I have written before (find the article here) about how Swedes use the word fuck quite liberally. Not in the same way as Ireland or Austrialia – both sweary countries. Despite being such a visceral word in English, it is often found in Swedish advertising campaigns and newspapers. This was a newspaper column headline from last week in one of the tabloids (probably the equivalent of the Daily Mail). Would you find the f-word in a newspaper headline in any other country I wonder?
