ABC Radio Canberra Mornings announcer Adam Shirley was performing all kinds of verbal gymnastics this week describing the location of a car accident in Fyshwick and the consequent traffic jam.
Updating the traffic report several times on Wednesday, he referred to the accident at the corner of Canberra Avenue and Hindmarsh Drive, adding it was near "that major retail shopping precinct" or near a "major departmental outlet".
Shirley was doing his utmost not to utter the name of that business - The Canberra Outlet Centre, still commonly known as DFO.
Would saying there was a crash in Fyshwick near DFO be such a strike against the integrity of the ABC?
Would it unwittingly promote the Canberra Outlet Centre?
Radio relies on word pictures so it seemed a bit rich Shirley was taking the ABC's policies on commercial references to the nth degree.
Can we look forward to: "A bomb has just gone off at an American fast food giant that sells hamburgers?"
Hopefully not. On all counts.
Then there's the very exhortation by some ABC announcers for us listeners not to Google something but to "use the search engine of your choice".
Or the aggravating references to the "popular video-sharing platform" rather than saying YouTube. Eye. Roll.
Language is alive; sometimes it involves commercial references. Did they not say Facebook 47,000 times this week?
Shirley's apparent reticence to mention a business name is a bit over-the-top when it seems anyone who works at the ABC or has ever worked at the ABC and has a book out will get a very long and lavish interviewing promoting the bejesus out of it.
The ABC style guide is very clear that announcers will not be struck down cold if they mention a commercial enterprise on air.
"Contrary to popular belief, commercial references are not verboten at the public broadcaster. Such references are often appropriate, though they must be editorially relevant and not undermine the ABC's independence or integrity," it reads.
It's editorial policy also states:
"References to trade names, brand names, and logos may be made provided that:
a the references are editorially relevant in the context; and
b the ABC's editorial independence or integrity is not undermined."
ABC Radio Canberra station manager Julie Doyle was happy with the way Shirley handled the moving feast that is a live traffic report.
"Listeners were given accurate, timely and useful information. They were told exactly where the accident was, the corner of Hindmarsh Drive and Canberra Avenue in Fyshwick," she said.
"As you mention, the ABC editorial policies do allow commercial references in context so Adam could have referred to DFO if he wanted but on this occasion he chose not to. In my opinion he didn't need to name the shopping centre."