The Earl of Wessex not only swore, but used a word British advertising regulators had tried to ban Australia from using in an ad campaign, the Mirror reported Monday.
Edward reportedly got angry with a member of his staff using a laptop computer during his appearance on Australia's Channel 7 and told the host, "I am going to have to hold it here just one moment."
He then turned from the camera and shouted: "I am going to have to tell my private secretary to shut up. You don't know how annoying that bloody clicking is over here."
The host then said in the mic, "So it's OK for royalty then."
The Australian tourism slogan -- "Where the bloody hell are you?" -- was allowed on British TV after its producers Down Under argued it was regularly heard on TV programs, the Mirror said.