I think there are a couple of issues here: firstly, what goes on within a guild's chat is pretty much a matter for them and should be policed internally - up to the guild as to what is acceptable, assuming it doesn't get to the levels of illegality.
Guild and player names, and guild profiles, are a bit different. This is a game for all ages, and that should be taken into account. I would say that there's nothing wrong with proper banter, or mild vulgarity, but if it's deeply offensive then raise a ticket. Personally, I've not seen anything at all offensive in a guild profile, but I have seen some player names that really aren't acceptable in a family game.