Discrimination and exploitation concerns made up the majority of complaints against the 10 most complained about advertisements for the first half of 2016.
It was a busy start to the year, with most of the complaints about the top six advertisements made in January and early February.
Of the advertisements in the 10 most complained about list, three were found to breach the AANA Code of Ethics. One advertisement was found to breach the AANA Code of Ethics on the grounds of discrimination and vilification of women, one for violence, and one on grounds of it being exploitative and degrading of women.
Each of the six most complained about advertisements received more than 100 complaints, with the most complained about advertisement accounting for over 400 complaints on its own. So far this year there has been more than 3200 complaints.
Different mediums for advertising are always considered separately as they have different audiences, and this can affect the level of appropriateness of the advertisement.
One advertiser made the list for advertisements placed in three separate mediums free-to-air TV, internet and social media. The Board reached the same decision for all three mediums. Complaints were about violence and discrimination against vegans and Indigenous Australians.
In the list, seven were seen on free-to-air TV, one was a poster, one was seen on social media and another was an internet advertisement.
10 most complained about ads – January to June 2016
Ultra Tune Australia – 0024/16
Two women in skin tight outfits dancing with the tagline ‘we’re into rubber’.
TV – free to air
Dismissed
No. of complaints: 418
Meat & Livestock Australia Ltd – 0017/16
Newsreader Lee Lin Chin promotes gives the instruction to commence ‘Operation Boomerang’ – a recovery mission of rescuing Australians from various countries so that they will be able to eat lamb on Australia Day.
TV – free to air
Dismissed
No. of complaints: 376
Meat & Livestock Australia Ltd – 0018/16
Newsreader Lee Lin Chin promotes gives the instruction to commence ‘Operation Boomerang’ – a recovery mission of rescuing Australians from various countries so that they will be able to eat lamb on Australia Day.
Internet
Dismissed
No. of complaints: 241
Ultra Tune Australia – 0020/16
Two women are in a car which breaks down on train tracks.
TV – free to air
Upheld
No. of complaints: 208
Meat & Livestock Australia Ltd – 0019/16
Newsreader Lee Lin Chin promotes gives the instruction to commence ‘Operation Boomerang’ – a recovery mission of rescuing Australians from various countries so that they will be able to eat lamb on Australia Day.
Internet-Social-Other
Dismissed
No. of complaints: 130
Ultra Tune Australia – 0040/16
Two women are in a car which goes off a cliff after being put into the wrong gear.
TV – free to air
Dismissed
No. of complaints: 101
Roadshow Film Distributors Pty Ltd – 0266/16
Advertising for upcoming horror movie.
TV – free to air
Upheld
No. of complaints: 80
Medibank Private Ltd – 0062/16
It showed different family groups and highlighted that their product would be good for all of them.
TV – free to air
Dismissed
No. of complaints: 66
Honey Birdette – 0217/16
Window poster showing woman from behind in revealing underwear.
Poster
Upheld
No. of complaints: 59
Ultra Tune Australia – 0022/16
Two women in tight black suits play with tennis balls.
TV – free to air
Dismissed
No. of complaints: 54