Advertising Standards Agency on top form.

From the BBC:

Three adverts for hotel website Booking.com, where the word "booking" was seen to be used in the place of a swear word, were the second, fourth and seventh most-complained about ads of the year - with 683, 407 and 201 complaints respectively.

The complaints were not upheld, with the ASA saying "it was a light-hearted play on words that couldn't be mistaken for an actual swear word. To give you an example, if I were to say something like 'Lighten up, you miserable fuckers!', then that would clearly be an actual swear word. The word 'book', on the other hand, is not an actual swear word. Can some people not tell the difference any more?"