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To me, a WOG is someone who does not look Western European (primarily British) and does not fit in well in a country dominated by the British. For example, in Australia, there were a lot of Greeks, Italians, and other Eastern Europeans who did not fit in well with the British-dominated culture, so they seemed strange to many. Cultural norms matter. I'm not sure if this is still true.
It is not solely based on appearances. Someone with a thick accent who does not fit in well in an Anglo-Saxon country is considered a WOG. Culture does matter. Also, someone who lacks Western features (light pigmentation is just one example) and is, in my opinion, somewhat of a WOG.
In addition, it is not a bad thing in my opinion. I'll gladly call myself a WOG, even though it means nothing in Canada; it's really just a British and Australian thing, but it means what I said above to me.
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