The rebranding is funny since people on TikTok also use "fugging" to evade censorship.

For me it’s associated with the Finnish spurdo meme.

disappointed that Fucking has self censored, bearing in mind their road safety signs used to suggest local residents were in on the joke https://imgur.com/5KOCwdC

They didn't self censor, they had to change the name because most tourists behaved like assholes. Stealing the road signs, parking anywhere, walking into peoples gardens, etc.

Also the road safety sign, while a funny combination, is pretty standard and can be found all over Austria.