Australians continue to hold advertising to high standards, with more than 3,400 complaints lodged with Ad Standards in the first six months of 2026.
The 10% increase compared to the first half of 2025 highlights the strong expectations Australians have for advertising and their willingness to speak up when they believe community standards have not been met.
Ad Standards Executive Director Greg Wallace said the complaint volumes reflect Australians’ strong expectation that advertising aligns with community standards, with recent community sentiment research finding that one in two (52%) Australians had seen advertising they found offensive or inappropriate in the past three months.
“The volume of complaints received in the first six months of the year shows how much Australians care about the advertising they encounter every day,” he said.
“People expect advertising to be responsible, respectful and consistent with community standards, and they’re prepared to speak up when they believe an ad falls short of those standards.”
Ad Standards research shows that more than eight in ten (84%) Australians believe that advertising content should be in line with community standards and values, and seven in ten (69%) avoid brands that use inappropriate or offensive advertising.
“For advertisers, that’s an important reminder that community expectations matter. Responsible advertising is far better for business. Advertising that crosses the line can undermine trust, harm brand reputation and drive consumers away,” Greg Wallace said.
Between January and June, 168 ads were referred to the Community Panel for assessment with 56 found in breach of one or more advertising rules. A further 25 ads were modified or removed by the advertiser immediately following a complaint, demonstrating that many advertisers are responsive to community feedback and prepared to take proactive action when concerns are raised.
Health and safety was the issue that generated the greatest level of concern, with 72 ads referred for assessment by the Community Panel under this provision of the AANA Code of Ethics. The volume of complaints reflects ongoing community concern about advertising that may depict unsafe behaviour or normalise risky conduct.
As Ad Standards enters the second half of 2026, Greg Wallace said the regulator will continue to champion responsible advertising and drive a self-regulatory system that keeps pace with shifting community expectations, emerging technologies and evolving industry trends.
“Advertising is evolving rapidly as new technologies, platforms and marketing practices continue to emerge. Our focus for the remainder of the year is to ensure the system remains responsive, trusted and effective. With ongoing research, education and industry engagement, we can support advertising that is responsible and reflective of the standards Australians expect.”
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