A Failsworth artificial grass company has tempted regulators again with its newest billboard.

Great Grass, located on Oldham Road, unveiled its newest billboard earlier this month.

The billboard reads ‘Don’t be an ass, call Great Grass!’ with the main image on the billboard a cartoon donkey and the message ‘I ❤ Great Grass’ on its rear end.

Underneath, a message reads "We identify as men-blokes-fellas-geezers-lads with apples and bananas".

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A Great Grass spokesperson said: “It’s just a bit tongue-in-cheek, it’s just a bit of fun really. Hopefully it will make someone smile.

“It says what it is, it’s artificial grass. We couldn’t say arse, so now we’ve put ass. It’s just a bit of fun really, that’s all.

“I don’t mean to offend anyone, I don’t think it has offended anyone because nobody’s said anything in three weeks, it looks like we’ve stopped offending people, or stopped offending the four people who we offended last time anyway.”

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The spokesperson also clarified the line under the donkey, stating that the staff identify as ‘men-blokes-fellas-geezers-lads’.

He said: “Well people want to know what you identify as, don’t they? All the lads who work for us are men.”

Great Grass started its crusade against the Advertising Standards Agency in autumn 2022, after the watchdog banned its billboard featuring a scantily clad woman lying on grass above a slogan reading ‘Get laid by the best’.

The original sign also read ‘Artificial Grarse Experts.’

The Oldham Times: The original banned billboardThe original banned billboard (Image: SWNS)

The ASA said three complaints challenged whether the ad was “offensive, harmful and irresponsible” due to its use of a near-naked model and sexually charged wording.

The watchdog said the advert could not appear again “in its current form” and warned the company that its marketing material should be “socially responsible” in the future.

Following the ban, Great Grass released a new billboard with a shirtless man, with the tagline ‘Great Abs, Great Grass’.

At the time, a Great Grass spokesperson said the billboard costs £500 to change each time, and that the company had made more money out of the exposure generated than it costs to put them up.