Complaints to advertising regulator Ad Standards rose 10% to 3,400in the first half of 2026.
Of the 168 ads referred to the Community Panel for assessment between January and June, 56 were found in breach of one or more advertising rules.
Another 25 were modified or removed by advertisers immediately following a complaint. Health and safety was the issue generating the greatest concern, with 72 ads referred under that provision of the AANA Code of Ethics.
Ad Standards' own research found 84% of Australians believe advertising content should align with community standards and values, and 69% avoid brands that use inappropriate or offensive advertising.
Greg Wallace, Ad Standards executive director, said the complaint volumes reflected how much Australians cared about the advertising they encountered every day.
"People expect advertising to be responsible, respectful and consistent with community standards, and they're prepared to speak up when they believe an ad falls short of those standards," he said.
"For advertisers, that's an important reminder that community expectations matter. Responsible advertising is far better for business.
"Advertising that crosses the line can undermine trust, harm brand reputation and drive consumers away."
Complaints last year increased 26% to 5,256, with 91 ads found in breach of one or more advertising codes.
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