10 most complained about ads – 1 January to 30 June 2017

In a busy first half of the year the Advertising Standards Bureau (ASB) has processed over 2,700 complaints. Discrimination and exploitation concerns made up the majority of complaints against the 10 most complained about advertisements for the first half of 2017, continuing the trend from 2016.

All but two of the 10 most complained about advertisements were Free TV ads, with one poster advertisement and one pay-TV advertisement making the list.

1. 0042/17 – Ultra Tune Australia – TV
Two women use a fire extinguisher to put out a car fire.
Dismissed
No. of complaints: 357
Issues of concern: 2.1 – Discrimination or Vilification, 2.2 – Exploitative and degrading, 2.4 – Sex/sexuality/nudity and 2.6 – Health and Safety

2. 0234/17 – Sportsbet – TV
Featuring Ben Johnson -Gold medallist 1988 Olympics
Upheld
No. of complaints: 202
Issue of concern: 2.6 – Health and Safety

3. 0064/17 – AAMI – TV
A family standing beside their broken down car near a sign which says Ship Creek.
Dismissed
No. of complaints: 84
Issue of concern: 2.5 – Language

4. 0165/17 – iSelect Pty Ltd – TV
A woman in bed switches a light on and off several times. Each time a different man is in the bed.
Dismissed
No. of complaints: 72
Issue of concern: 2.1 – Discrimination or Vilification

5. 0045/17 – Ultra Tune Australia – TV
Two women near a car at night, approached by a group of men. A martial arts star appears and the group of men take photos with him.
Dismissed
No. of complaints: 65
Issues of concern: 2.1 – Discrimination or Vilification, 2.2 – Exploitative and degrading and 2.3 – Violence

6. 0024/17 – BCF – TV
Boxing day and stocktake sale. Uses the jingle “Boating, camping, fishing is BCFing fun!”
Dismissed
No. of complaints: 51
Issue of concern: 2.5 – Language

7. 0154/17 – Ultra Tune Australia – PAY TV
Two young women in a broken down convertible are approached by a car technician asking if they need help.
Dismissed
No. of complaints: 35
Issues of concern: 2.1 – Discrimination or Vilification, 2.2 – Exploitative and degrading, 2.4 – sex/sexuality/nudity and 2.6 – Health and Safety

8. 0076/17 – Pacific Brands Holdings Pty Ltd – TV
A woman on wearing pearl G-string underwear, which breaks.
Dismissed
No. of complaints: 32
Issues of concern: 2.1 – Discrimination or Vilification and 2.4 – Sex/sexuality/nudity

9. 0013/17 – Department of Health and Human Services (Tasmania) – TV
Ad shows a scene where an ambulance officer is attacked while trying to care for someone.
Dismissed
No. of complaints: 24
Issue of concern: 2.3 – Violence

10. 0251/17 – Frucor Beverages Australia – Poster
Two lemons positioned like breasts with words not so guilty.
Dismissed
No. of complaints: 24
Issue of concern: 2.1 – Discrimination or Vilification, 2.2 -Exploitative and degrading and 2.4 – Sex/sexuality/nudity

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