Ad Standards has revealed the five ads that attracted the most complaints in 2023.
The advertising watchdog received more than 3,500 complaints this year and investigated more than 250 ads that raised issues under industry codes.
The main issues of concern were sexual appeal, violence, and demonstrating behaviour contrary to community health and safety standards.
Richard Bean, Ad Standards executive director, said the body has seen a 25% increase in complaints this year demonstrating the community’s enthusiasm for holding businesses accountable for their ads.
“Advertisers need to make sure their ads align with evolving community standards around the use of sexual imagery and violence, with these issues generating more than half of this year’s complaints,” Richard Bean said.
While none of the ads in the top five were found in breach of the rules, the Ad Standards Community Panel upheld complaints about more than 70 ads this year.
Another 30 ads were removed or changed by advertisers as soon as Ad Standards made them aware of complaints.
The most complained about:
1. WC Savage
Topping the list is a billboard ad from an adult content creator which featured herself in a bikini advertising her OnlyFans logo and a QR code.
Complaints were concerned that the 'sexual' imagery was inappropriate for children and would offend some cultural groups.
The ad received 350 complaints and was dismissed.
2. Red Rooster
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Next was a TV ad for fast-food chain Red Rooster’s Hot Honey fried chicken which shows a skateboarder stealing chicken from other skateboarders at a skate park.
Complaints were concerned that the ad encourages teen crime and gives the message that it’s ok to steal.
The ad received 214 complaints and was dismissed.
3. Mars Wrigley Australia
This TV ad for gum shows two women in a car listening to music. One leans over to kiss the other.
Complaints were concerned that the 'sexual' same sex kiss was inappropriate for an ad break on a family tv show.
The ad received 126 complaints and was dismissed.
4. Lovehoney
This billboard ad featured the phrase "Winter chills have never felt so good" and included an image of a
hand holding a sex toy.
Complaints felt that advertising a sex toy is inappropriate for public display.
The ad received 99 complaints and was dismissed.
5. Activision Blizzard Pty Ltd
This billboard ad for the Diablo IV video game featured a picture of a demon and the phrase “Welcome
to hell”.
Complaints raised concerns that the ad was offensive to Christian’s and it's promotion of evil and satanic paraphernalia was frightening for children.
The ad received 44 complaints and was dismissed.
The decision about whether an ad is in breach of the industry rules is made by the Ad Standards Community Panel, a group of everyday Australians from a range of backgrounds.
"Australia's advertising rules are designed to ensure that every ad is a responsible ad, and that all ads
align with community standards,” said Richard Bean.
“If anyone thinks that an ad has crossed the line, they should lodge a complaint with Ad Standards. We accept complaints about ads on any medium and a single complaint is all it takes to initiate an investigation."
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