Ad Standards has received 1133 complaints with 111 cases raised between 1 January and 30 June.
The top issues of concern for Australians in the first half of 2022 were violence, sex, sexuality and nudity, and discrimination or vilification.
The platforms that attracted the most complaints are free-to-air TV, Instagram and pay TV.
These trends are mostly in line with the trends of 2021 which saw the top concern as sex, sexuality and nudity followed closely by health and safety then discrimination and vilification. And the bulk of complaints in 2021 about ads seen on free-to-air TV followed by ads seen on TV on-demand and Instagram.
AANA and Ad Standards encourage advertisers to carefully consider the rules and current community sentiment around these trending issues when producing advertising content.
Violence
The depiction of violence in ads for some big brands has attracted the highest number of complaints. A total of 25 ads were reviewed and four were found in breach of the rules.
Most recently in June, an iSelect TV ad featuring a Chris Hemsworth stunt double was hit with a breach of Section 2.3 (Violence) of the Code of Ethics.
The code requires that violence should not be depicted in advertising unless it’s justifiable in the context of the product or service being advertised.
The Community Panel determined that the advertisement did present or portray violence, even if staged, which was not justifiable in the context of the promotion of an insurance comparison service and did breach Section 2.3 of the Code.
As a result, the ad was taken off the air.
Sex, sexuality and nudity
The second most complained about issue of 2022 was sex, sexuality and nudity. A total of 36 cases were raised and 3 ads were found in breach of this section of the Code.
For example, in March Shein, an online clothing brand breached the AANA Code of Ethics with an ad on their website that featured a woman in a chain link thong bikini photographed from behind, straddling a chair covered in wool.
The Panel considered that the woman’s pose was highly sexualised, as the ad’s focus was on the woman’s near-naked backside which created a level of sexualisation and was not necessary for the promotion of the product.
The complaint was upheld under Section 2.4 of the Code (Sex, Sexuality and Nudity) and the ad was modified.
Discrimination or vilification
The third most complained about issue was discrimination or vilification, with 28 cases created and 5 ads found in breach of this section of the Code.
For example, in February a TV ad from Newsomes Tyre & Mechanical featured a man in a karate costume performing a variety of athletic actions while a non-Asian narrator speaks with an Asian accent.
The Panel considered that the accent used in the voiceover was exaggerated and unrealistic – similar to an offensive stereotype often used to denigrate those of Asian background.
The lack of a link between the advertised product and Asian culture meant that the overall impression of the advertisement is one which reduces Asian culture to a stereotype in an attempt at humour.
The complaint was upheld under Section 2.1 of the Code (Discrimination or Vilification), and the advertiser agreed to modify the ad.
Environmental claims
Ad Standards has also seen an increase in complaints about environmental claims, even though all complaints have been dismissed, advertisers should be aware that the community is increasingly concerned that any claim about an environmental benefit is well substantiated.
With consumers becoming more conscious about their impact on the environment, many Australian brands are aligning their products, services, and business practices to the environmentally friendly expectations of the public.
Advertisers have a positive obligation to be truthful in their claims and must avoid misleading or deceiving consumers on the environmental benefits of their products and services at all times.
Check out all the latest decisions from the Ad Standards Community Panel at adstandards.com.au/cases.
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