Statistics for the most complained about ads so far in 2014 are in stark contrast to last year. In 2013 there were just 65 complaints about the year’s most complained about ad. Already in 2014 there have been five cases which have received well over 65 complaints.
The two most complained about ads this year were from the same campaign promoting sanitary products, with over 300 complaints between the two ads. In 2012 the most complained about ad, with 149 complaints, was from the same advertiser about a similar product.
All but one of the 10 most complained about ads were seen on TV, with only one internet ad making the list. This ad was part of the same campaign as one of the TV ads.
The Advertising Standards Board has dismissed complaints about each of the 10 most complained about advertisements.
Most complained about ads January to June 2014
- 0069/14 Johnson & Johnson Pacific Pty Ltd
TV ad highlighting embarrassing menstrual experiences.
Dismissed. Number of complaints: 185 - 0087/14 Johnson & Johnson Pacific Pty Ltd
TV ad highlighting different embarrassing menstrual experiences.
Dismissed. Number of complaints: 146 - 0178/14 Menulog
TV ad depicting a series of Australian characters within a scene reminiscent of the historical work of art created by Leonardo Da Vinci’s Last supper.
Dismissed. Number of complaints: 117 - 0014/14 Meat and Livestock Australia
TV ad featuring Sam Kekovich promoting the consumption of lamb on Australia Day.
Dismissed. Number of complaints: 80 - 0068/14 Sportingbet Australia Pty Ltd
TV ad showing Shane Warne facing his fear of spiders as part of a $5000 bet.
Dismissed. Number of complaints: 59 - 0052/14 Beiersdorf Aust Ltd
TV ad for deodorant depicting a stressed man lying on the couch while his wife is full of energy.
Dismissed. Number of complaints: 52 - 0013/14 Meat and Livestock Australia
Internet ad featuring Sam Kekovich promoting the consumption of lamb on Australia Day.
Dismissed. Number of complaints: 41 - 0146/14 St Johns Ambulance WA
TV ad showing a mother unable to save her drowning child.
Dismissed. Number of complaints: 34 - 0135/14 Beiersdorf Aust Ltd
TV ad showing a woman in the shower using body wash.
Dismissed. Number of complaints: 22 - 0201/14 Ultra Tune Australia
TV ad showing two women wearing rubber outfits visiting a workshop to look at tyres.
Dismissed. Number of complaints 20