The 2019 Ad Standards’ mid-year report on the top 10 most complained about ads shows a decrease in the total number of complaints since last year, with just over 2,000 complaints processed to 30 June.
Two of the top three most complained about were for horror movie trailers on free-to-air TV, with the level of violence and menace the key issue of concern to viewers
A billboard and a poster advertisement make the top 10 to 30 June list, with the bulk of most complained about advertisements again seen on free-to-air TV which is consistent with other years.
- 0081/19 – Universal Pictures – TV – Free-to-air
A film trailer for the movie Us.
Dismissed.
Number of complaints: 244
Issue of concern: 2.3 – Violence.
- 0022/19 – Ultra Tune Australia – TV – Free-to-air
Four women crash their car in the ocean, the women then board Charlie Sheen’s boat and call Ultra Tune for assistance.
Upheld.
Number of complaints: 161
Issues of concern: 2.1 – Discrimination or vilification, 2.2 – Exploitative or degrading, 2.4 – Sex/sexuality/nudity and 2.6 – Health and safety.
- 0095/19 – Paramount Pictures – TV – Free-to-air
A film trailer for the movie Pet Sematary.
Dismissed.
Number of complaints: 29
Issue of concern: 2.3 – Violence.
- 0062/19 – Yum Restaurants International – TV – Free-to-air
A grandmother tries to sit on a park bench and instead falls on the ground. The people in the park are shocked but the granddaughter laughs and says, ‘did someone say KFC?’
Dismissed.
Number of complaints: 19
Issues of concern: 2.1 – Discrimination or vilification.
- 0003/19 – Mars Wrigley Confectionary – TV – Free-to-air
Three women in an office discuss their best weekends while holding different numbers of Maltesers.
Dismissed.
Number of complaints: 19
Issues of concern: 2.4 – Sex/sexuality/nudity and 2.6 – Health and safety.
- 0133/19 – Procter & Gamble – TV – Free-to-air
A man in a campaign advertisement for the ‘The Turd We Deserve’.
Dismissed.
Number of complaints: 17
Issue of concern: 2.5 Language.
- 0171/19 – SA Health – TV – Free-to-air
A woman with an artificial voice box talks about cancer.
Dismissed.
Number of complaints: 17
Issue of concern: 2.3 Violence.
- 0069/19 – Nestle – TV – Free-to-air
A man and his son talking about a Breakfast Bake with the son saying, ‘that’s not how you make porridge’.
Dismissed.
Number of complaints: 14
Issue of concern: 2.1 – Discrimination or vilification.
- 0051/19 – Honey Birdette – Poster
A woman in lingerie leaning on a motorcycle.
Upheld.
Number of complaints: 14
Issue of concern: 2.2 Exploitative or degrading, 2.4 Sex/sexuality/nudity and 2.6 Health and safety.
- 0038/19 – Thorne Harbour Health – Billboard
A billboard for sexual health testing that featured men in underwear.
Dismissed.
Number of complaints: 11
Issue of concern: 2.4 Sex/sexuality/nudity.