Similar thing in the US. I was in a company that merged with a company in Texas and several of the executives would use the F-word in every other sentence. HR asked if we were offended in California and I said that I personally don't care but would be nice if they would stop doing this on customer calls customers that pay millions of dollars per quarter and are professionals. Our new CEO showed up late to a meeting with a big customer wearing his biker outfit and he too swore a lot. In the end we lost a lot of customers from this. The CEO did not care, he was a Chicago mobster and expected everyone to kiss his butt.
I work in Texas and this is definitely a real thing. In person and within the company, sometimes swearing happens. It would certainly get you in trouble if it happened a lot on customer calls though. We may not care personally about it, but who knows what your customers opinion on it is, so it is better to be polite. It is also very easy to just try not to swear unless you are one of those people that has been swearing like a sailor in every sentence your entire life, which would probably be interpreted as you having some kind of self control problem.
I should also mention that this attitude is not just a liberal vs conservative thing. I've lived in Austin and Houston and Dallas (all three are about as liberal as any other major city in the country) and swearing in a formal setting is frowned upon in all three.