A major conservative American lobby group is set to unleash a campaign of protest against Australian tourism's "where the bloody hell are you?" TV advertisement.
The controversial commercial made has its US debut in front of 20 million American TV viewers and one influential group was not amused.
The American Family Association (AFA), which has more than two million members and leads campaigns against abortion and gay rights, was upset with the bikini-clad model Lara Bingle's use of "bloody" and "hell" in the ad's tagline.
AFA members are expected to bombard Tourism Australian with thousands of emails and phone calls in coming weeks to vent their feelings.
Members are also expected to boycott Australia as a holiday destination.
"I just feel pretty sure the typical American family who is watching TV with their children and they're exposed to this ad are going to be upset," AFA director of special projects, Randy Sharp, told AAP.
"I don't want my children to hear that phrase.
"It's a shocking phrase because we're not familiar with it.
"I guess they use it all the time in Australia, but it's a foreign language here so I think it'll have a negative impact rather than positive."
British TV authorities dropped a ban on the use of the word "bloody" after pressure from Australia, but now Canadian authorities are unhappy with the way the ad portrays beer drinking.
"When you think 'bloody' in America you think the red liquid that flows from human bodies which is usually a sign of some kind of violence," Sharp said.