Can someone be banned for using the "F" word?

someone called me a Rag today in trade chat (in a very offensive way). I reported him with the 'report' function, but it came up with a "report player for spamming?" which isn't really what he was doing.

I know people might say to grow a thick skin, but it was the way in which he addressed me also (i'm not going to repeat the whole thing here), it bordered on hate and i didn't even know the guy. I pressed shift-click on his name to see what guild he's in, and it was some level 67 shaman i'd never seen or heard of before in game.

now i'm just wondering what you're meant to do when another player says something in such an offensive way, i know there's an ignore function, but it feels like they can just get away with it, and i'm the one who has to change.

Does anyone know what else you're supposed to do? I've never had someone talk to me like that in real life, in which case i'd do something a bit more pro-active about it ...