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When I first heard about it that was my thoughts too but that first article I linked to is from 2017 and it doesn't seem to be having much of an impact yet. Sadly the guy and his family probably have enough squirreled away that whatever happens they won't suffer, how many of his employees suffer as a result is a different matter.
Possibly yes, there were articles when the non swearing policy was introduced.
The guy has also banned card payments in his pubs.