They're bigoted if they mischievously and intentionally promote racism or other forms of discrimination. If the intention wasn't there, they might still promote prejudice via the words they contain and via the mischief that people of ill will can perpetrate. But such are the risks of life. The flip side is to agree to censorship. This is no easy matter, nor is there an easy answer. And that's because we live in relatively free societies in which we can exercise personal choices. Just beware of self-appointed censors, that's all.