Any member of the public can make a complaint about any ad on any medium. Just one complaint is enough for Ad Standards to investigate.
Step 1: Making a complaint
Complaints can be submitted using the online complaints form.
To make a complaint, you will need to provide:
- information about the ad, including where and when you saw it (if we don’t have enough detail to identify the ad we may not be able to proceed)
- if possible, a photo, video, screenshot or screen recording of the ad
- a reason why you object to, or were offended by the ad
- either an email address or postal address so that we can keep you updated on the status of your complaint. We don’t accept anonymous complaints. Our privacy policy provides details about how your personal information is handled.
Step 2: Ad Standards assessment
Ad Standards will assess your complaint and decide whether your concern is covered by the advertising codes we administer.
If your complaint is about an issue we cover, we will let you know that we have raised a case.
We will also let you know if your complaint is not about an issue we cover.
The most common reasons we may not accept a complaint include:
- the complaint is about an ad that has already been assessed by the Ad Standards Community Panel
- the complaint is about an issue not covered by the advertising codes
- the content is not an ad
- the complaint is about a competitor, in which case you’ll need to lodge a competitor complaint
Step 3: Advertiser notification
If your complaint raises an issue under the advertising codes, the advertiser will be notified. The advertiser will be asked to provide Ad Standards with a response.
Even if the advertiser does not respond, the Community Panel may still assess the ad.
Step 4: Community Panel assessment
The Community Panel meet regularly to consider complaints and make decisions about ads. The Community Panel includes people from a broad range of age groups and backgrounds. They are not affiliated with the advertising industry and do not represent any particular interest group.
In assessing the ad, the Community Panel considers:
- the content of the ad
- all relevant provisions in the advertising industry codes
- the complaint/s
- the advertiser’s response (if any)
- any other supporting material relevant to the case.
The Community Panel will consider any issues raised in the formal complaint, but they may also assess an ad against all relevant code provisions.
The Community Panel reaches its decision by way of simple majority.
Step 5: Notice of the outcome
If the Community Panel decides that there is no breach of the advertising codes, the advertiser will be notified – typically within 48 hours of the decision. No further action is taken.
If the Community Panel decides that there is a breach of one or more of the advertising codes, the advertiser is informed and is expected to either modify or remove the ad. A response to this request is required within 5 business days.
If an advertiser does not comply with the request to modify or remove the ad, Ad Standards may pursue other enforcement options such as contacting the media owner or platform to request the ad’s removal.
Complainants are usually advised of the outcome and the case report is published within 10 days of the Community Panel’s decision.
Review process
An independent review process is available to the advertiser and original complainants. Requests for review must be made within 10 business days of the date of the notification of the Community Panel’s decision.
There are costs involved for lodging a request for review, and review requests must meet certain grounds.
Read more about the independent review process here.