Australia's Northern Territory is cracking down on its unofficial tourism slogan, 'CU in the NT', over concerns it's degrading towards women.
The controversial campaign was launched in 2016 by the independent brand NT Unofficial with the tagline "The top end. Different from the bottom end".
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The aim was to promote travel awareness to the Northern Territory - and show off the state's "excellent sense of humour".
Since then it's taken off with NT Unofficial selling a large amount of merchandise in stores and at popular markets at Nightcliff and Mindil Beach.
But it's led to a backlash from people who don't see the funny side.
Darwin Alderman Robin Knox has successfully led a campaign to ban the sale of items with the slogan on council land after receiving multiple complaints from the public.
"Such merchandise isn't acceptable in this place that families like to enjoy," Ms Knox said.
"I find the slogan quite degrading to women. These are negative words that are used as a put down and in common usage the word is not a joke."
She's not the only government and council leader opposed to the play on words.
Darwin's Lord Mayor Kon Vatskalis described the 'CU in the NT' slogan as "idiotic and offensive" and a "very, very childish message".
But 'NT Unofficial' has defended its promotional campaign as having "an overwhelmingly positive response".
"There's nothing insulting or degrading to women about a simple invitation to the greatest Territory on earth, we hope to CU there one day," the company said in a statement on social media.
"The campaign has stimulated global conversation about a beautiful part of the world, and we're ecstatic that so many people are now aware that the top end is different from the bottom end."
And it seems many of the Australian public agree with them. On ABC Radio Darwin on Monday, several locals said the idea was one of the greatest things the region had ever come up with.
"It's one of the most creative and intelligent things I've ever heard," a caller named Ross said.
"Snowflakes melt in the heat."