Complaints to advertising regulator Ad Standards increased 26% in 2025, according to the Ad Standards Annual Report.
The independent body said 5,256 complaints were lodged last year, with 91 ads found in breach of one or more advertising codes.
The Ad Standards Community Panel assessed 254 ads.
Of the ads flagged for assessment by the Community Panel, 43% were ads seen online or on social media.
The top issues of concern were sex, sexuality and nudity (25%) followed by violence (17%) and health and safety (14%).
Ad Standards also received a significant volume of community feedback about political and election advertising in the first half of 2025.
Ad Standards executive director Greg Wallace said the volume of complaints received in 2025 demonstrates both evolving community expectations and strong public engagement with the system.
“This level of activity reflects a community that is paying close attention to advertising and expects standards to be upheld," he said.
"It reinforces the need for a system that is efficient, transparent and delivers timely outcomes for the community and industry alike.
“A significant driver of complaints was political and election advertising – as is often the case during election years.
"While this category sits outside Ad Standards’ formal remit, the scale and nature of these complaints offer valuable insights into public sentiment and community standards.
"They underscore the importance of listening closely to community concerns, even when they fall outside our jurisdiction."
The top complained advertisement of 2025 was KIA's 'zombie proof' EV campaign by INNOCEAN Australia, which was reported 86 times. The campaign breached motor vehicle advertising rules.
This was followed by Dettol's hand sanitiser (70 complaints) and Caruso’s Natural Health probiotic (67 complaints). Both were considered no breach.
Wallace also highlighted the effectiveness of the self-regulatory system and the consistently high level of industry cooperation.
“The vast majority of advertisers comply fully when directed to modify or remove ads, and many take corrective action voluntarily, well before matters proceed to the Community Panel," said Wallace.
"This proactive approach demonstrates a clear commitment to meeting community expectations and supporting a system that works. Industry’s continued cooperation is a major reason Australia’s system remains one of the most effective and trusted in the world.”
Looking ahead, Ad Standards remains focused on continuous improvement.
“Our priority is an advertising self-regulatory system that is robust, responsive and equipped to meet emerging challenges, ensuring the public and industry can continue to engage with confidence," said Wallace.
Ad Standards 10 most complained about:
- Kia Australia – 86 complaints (breach – motor vehicle advertising rules)
- Dettol – 70 complaints (no breach)
- Caruso's Natural Health – 67 complaints (no breach)
- Youi – 65 complaints (no breach)
- Big W – 37 complaints (breach – language)
- Red Rooster – 34 complaints (no breach)
- Pilot – 32 complaints (no breach)
- Rexona – 31 complaints (no breach)
- Bankwest – 27 complaints (no breach)
- Westpac – 25 complaints (no breach)
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