The 10 most complained about advertisements to 30 June 2020 reflects a high level of community concern about discrimination or vilification and the depiction of people in advertising.
The mid-year report on the most complained about ads in Australia also highlights community concerns about sex and nudity, violence, and sexually exploitative content. All but two of the ads were seen on free-to-air TV.
For the first time, three different advertisements from one advertiser are amongst the top five of the most complained about ads. Complainants raised numerous concerns across the wide range of social issues covered by Australia’s advertising Codes including sexualised content, gender stereotypes, vilification, the use of sexual appeal, encouraging bad language, as well as promoting an unhealthy lifestyle.
The most complained about ad of the year so far is a Baywatch themed automotive ad with complaints ranging from sexism, to nudity and health and safety.
In total, 1,747 complaints have been lodged to 30 June, with community concerns raised about 206 advertisements assessed against one or more issues under the Codes and Initiatives administered by Ad Standards.
Of these, 14 advertisements were subsequently withdrawn from broadcast with advertisers choosing to modify or remove the content complained about, showing a commitment to compliance and supporting Australia’s system of advertising self-regulation.
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0051/20 – Ultra Tune Australia – TV – Free-to-air
The advertisement features Pamela Anderson and Warwick Capper in a Baywatch style ad.
Dismissed
Number of complaints: 309
Issues of concern: 2.1 – Discrimination or vilification, 2.2 – Exploitative or degrading, 2.3 – Violence, 2.4 – Sex/sexuality/nudity, 2.6 – Health and safety, 2.7 – Distinguishable advertising
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0001/20 – Yum Restaurants International – TV – Free-to-air
The advertisement shows a young girl looking into the window of a car to see her reflection. The window winds down to reveal a mother and two sons in the car.
Dismissed
Number of complaints: 187
Issues of concern: 2.1 – Discrimination or vilification, 2.2 – Exploitative or degrading, 2.4 – Sex/sexuality/nudity
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0130/20 – Yum Restaurants International – TV – Free-to-air
The advertisement depicts the awkward moment a boy tells a girl whilst laying in bed that he loves her and she replies with ‘thank you’.
Dismissed
Number of complaints: 66
Issues of concern: 2.1 – Discrimination or vilification, 2.2 – Exploitative or degrading, 2.4 – Sex/sexuality/nudity
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0002/20 – Yum Restaurants International – TV – Free-to-air
The advertisement shows a student completing an exam. He sees his friends outside with KFC and says ‘bucket’ whilst leaving the exam to join his friends.
Dismissed
Number of complaints: 41
Issues raised: 2.1 – Discrimination or vilification, 2.5 – Language, Food and Beverages Code – 2.2, QSRI – 1.1
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0068/20 – Pretty Little Thing – TV – Free-to-air
The television advertisement shows model Gabby Epstein posing in various clothes in a beach setting.
Dismissed
Number of complaints: 14
Issues raised: 2.2 – Exploitative or degrading, 2.4 – Sex/sexuality/nudity
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0004/20 – AHM Health Insurance – TV – Free-to-air
The television advertisement shows former Australian cricketer Andrew Symonds in a studio filming an ad. When a prop falls behind him and an assistant goes to pick it up, Andrew shoulder charges him.
Upheld
Number of complaints: 13
Issues raised: 2.3 – Violence
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0185/20 – ReAmped Energy – TV – On demand
The TV on demand advertisement shows various toys speaking in a young girl’s bedroom.
Dismissed
Number of complaints: 9
Issues raised: 2.5 – Language
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0078/20 – Universal Pictures – TV – Free-to-air
The television advertisement features scenes from the movie ‘The Invisible Man’.
Dismissed
Number of complaints: 8
Issues raised: 2.3 – Violence
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0111/20 – Creative Content Australia – TV – Pay TV
This Pay TV community awareness advertisement shows a young man in a police interview room with a detective and officer reporting that he has been hacked.
Dismissed
Number of complaints: 8
Issues raised: 2.1 – Discrimination or vilification, 2.6 – Health and safety
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0100/20 – Sportsbet – TV – Free-to-air
The advertisement features a scene similar to fencing at the Olympics, but the contestants are using towels. A remark is made by one of the commentators of the event that one of the contestants are “nearly as whipped as Prince Harry”.
Upheld
Number of complaints: 7
Issues: 2.1 – Discrimination or vilification, 2.6 – Health and safety