The Bureau of Meteorology has backflipped on its request the media stop calling it the BoM.

Afternoons obtained a statement from the Bureau claiming public confusion surrounding their various names can affect the effectiveness of their forecast messages.

Despite spending $220,000 on the rebrand, the BoM now says, “The community is welcome to refer to the Bureau in any way they wish, including referring to us as the ‘BoM'”.

“It is up to individual media outlets to determine their style guidelines,” the statement read.

“It is a complete and utter failure by the BoM,” Deborah Knight said.

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