Advertising Standards Bureau Unveils Its 10 Most Complained About Ads For 2017

Advertising Standards Bureau Unveils Its 10 Most Complained About Ads For 2017
SHARE
THIS



Community concern about wagering advertising as well as sex and language are highlighted in the Advertising Standards Bureau’s (ASB’s) list of most complained about advertisements for 2017.

“This year the ASB has met the challenge of a record number of complaints being processed in a single year, with over 6,000 complaints about advertisements lodged in 2017,” said ASB chief executive officer, Fiona Jolly.

Over 6,300 complaints were received by the ASB in 2017, with nearly a third of these (1,860) relating to advertisements in the top 10 list.

“We can see the new Wagering Advertising and Marketing Communication Code brought in last year by the Australian Association of National Advertisers (AANA) has had an impact – with three of the top ten complained about advertisements about wagering ads,”  Ms Jolly said.

“The need for the Code has been demonstrated – with the community taking advantage of the self-regulation system’s ability to adapt to emerging community concerns.” 

Two advertisements on the list were considered by the Board under the new AANA Wagering Code. Both complaints were considered under Section 2.8 (Excess participation) with one advertisement being upheld by the Advertising Standards Board (the Board) and the other dismissed.

Language was the main issue of concern in three advertisements on the list, with the Board finding two in breach of section 2.5 of the AANA Code of Ethics for depicting a child who appeared to be using strong language.

“Advertisements with language that people would not like to hear their children repeating will often receive large numbers of complaints,” Jolly said, “and even more so if the advertisement depicts a child using the bad language.”

Other advertisements in the list raised concerns about issues such as sex, sexuality and nudity and discrimination in advertising.

“The most complained about advertisement for this year raised a number of issues, including under Section 2.2 of the AANA Code of Ethics which covers the use of sexual appeal in an exploitative and degrading manner.

“In this case the Board dismissed complaints, but it shows the continuing concern by the community about the depiction of women in advertising,” Ms Jolly said. She said changes to Section 2.2 of the AANA Code of Ethics will come into effect in March 2018, meaning that there will be a stricter standard around the way advertisers can depict sexualised images of people in advertising.

The 10 most complained about ads 2017

1. Ultra Tune Australia0042/17 – TV – Free to air

Two women are driving a car when the muffler falls off and starts a fire. They produce fire extinguishers and attempt to stop the fire, before leaping away as the car explodes.

Dismissed

No. of complaints: 359

Issues of concern: 2.1 – Discrimination or Vilification, 2.2 – Exploitative and degrading, 2.4 – Sex/sexuality/nudity and 2.6 – Health and Safety.

2. Youfoodz0423/17 – TV – Free to air

A young boy impersonating Gordon Ramsay promotes the Youfoodz range, saying the word ‘forkin’ twice in the advertisement.

Upheld

No. of complaints: 304

Issues of concern: 2.5 – language

3. Youfoodz0466/17 – TV – Free to air

A modified version of the Youfoodz advertisement where the ‘forkin’ has been beeped out.

Upheld

No. of complaints: 232

Issues of concern: 2.5 – language

4. Sportsbet0234/17 – TV – Free to air

The advertisement featured (prominently) Olympian and convicted drug cheat Ben Johnson (1988 games) talking about the “performance enhanced” app and included the line “puts the ‘roid’ in Android”.

Upheld

No. of complaints: 202

Issues of concern: 2.6 – Health and Safety

5. Neds0461/17 – TV – Free to air

A man receives a telemarketing call and tells his partner that it is the office and he needs to take the call. He then moves to another room and asks the telemarketer to repeat their pitch while he uses the Ned’s app on his mobile phone.

Dismissed

No. of complaints: 186

Issues of concern: Wagering Code – 2.8 Excess participation

6. Meat & Livestock Australia0406/17 – TV – Free to air

Various religious/mythical leaders/Gods/characters seated around a table enjoying a meal together. The figures include Thor, Aphrodite, Jesus, Moses, Buddha and Ganesha.

Dismissed

No. of complaints: 144

Issues of concern: 2.1 Discrimination and Vilification

7. Neds0459/17 – TV – Free to air

A client follows up on the lack of progress of work on a house construction site with the site supervisor. The tradesmen on site comment that they are waiting for work to be finished on site by other tradesmen while using their phones.

Upheld

No. of complaints: 139

Issue of concern: Wagering Code – 2.8 Excess participation

8. Industry Super Fund – 0156/17 – TV – Free to air

A girl and her mother locking hens in a hen house before going in to their own home. We then see some foxes watching the hen house before a shadowy figure opens the door to let the foxes in.

Dismissed

No. of complaints: 126

Issue of concern: 2.3 Violence

9. AAMI0064/17 – TV – Free to air

A family who have broken down on a rural dirt road standing by their caravan with the father talking on their phone describing their location, noticing a sign which says ‘ship creek’.

Dismissed

No. of complaints: 96

Issue of concern: 2.5 language

10. iSelect Pty Ltd0165/17 – TV – Free to air

A television advertisement which shows a couple in bed. The woman switches her light on and off, each time revealing a different partner.

Dismissed

No. of complaints: 72

Issue of concern: 2.1 Discrimination and Vilification and 2.4 Sex, Sexuality and Nudity

Latest News

Y&R’s Julian Bell To Return To Clems Melbourne
  • Advertising

Y&R’s Julian Bell To Return To Clems Melbourne

After 11 years, Y&R Melbourne’s managing partner, Julian Bell, has departed the agency, having lined up a new role at Clemenger BBDO Melbourne. In a statement to B&T, Y&R’s chief executive for Australia and New Zealand, Pete Bosilkovski, said: “Julian has been instrumental in nurturing and growing the account management team, and I want to […]

Roseanne Set To Be Killed Off, As Plans For Spin-Off ‘The Connors’ Revealed
  • Media

Roseanne Set To Be Killed Off, As Plans For Spin-Off ‘The Connors’ Revealed

It appears a Roseanne-free version of Roseanne is set to get the go ahead with producers in the US green lighting plans for a spin-off show to be called The Connors. Roseanne – a revival of the long-running sitcom which ran from 1988 to 1997 – was swiftly axed following a racist tweet by the show’s star, […]

by B&T Magazine

B&T Magazine
Coke Turns Into Fanta In New Campaign To Fight Homophobic Slurs
  • Campaigns

Coke Turns Into Fanta In New Campaign To Fight Homophobic Slurs

As any gay man will tell you, when it comes to insults they’ve probably heard them all- Pillow biter, fairy or sword swallower to name just a few inappropriate ones. However, Coca-Cola in Brazil has turned a common local insult into a strong anti-homophobia campaign. Apparently, “this Coke’s a Fanta” is a common insult to describe gay men […]

by B&T Magazine

B&T Magazine
Ikon Communications Appoints Melissa Roberts As Melbourne Agency Director
  • Marketing

Ikon Communications Appoints Melissa Roberts As Melbourne Agency Director

Ikon Communications has appointed Melissa Roberts as agency director, Ikon Melbourne. Roberts will report directly to CEO Lesley Edwards and will take a key position on Ikon’s national leadership team. Edwards said she was delighted Roberts has decided to re-join the Ikon family to lead its burgeoning Melbourne office, as the agency embarks on an […]

HT&E Chairman Tenders Resignation Following Adshel Sale
  • Media

HT&E Chairman Tenders Resignation Following Adshel Sale

Here, There & Everywhere (HT&E) has announced that Peter Cosgrove has tendered his notice to retire as chairman and a director of the company. Cosgrove has been on HT&E’s board for 14 years and chairman of the company for five of those years. The resignation of Cosgrove comes just after oOh!media acquired HT&E’s outdoor media […]

by B&T Magazine

B&T Magazine
Cut out letters on keyboard
  • Advertising

Advertisers Should Enrich Australian Culture, Not Fake News Merchants

Australian News Channel CEO, Angelos Frangopoulos, has urged Australian advertisers to carefully consider how their media investments impact Australian society. Applauding the ACCC’s digital platforms inquiry, Frangopoulos said its outcome would be “absolutely critical”, not just for Australian media companies, but for Australian culture. “This is about Australian stories being told by Australians,” he said, […]

LinkedIn Launches Local Iteration Of Global #InItTogether Brand Campaign Via Edelman
  • Advertising
  • Campaigns
  • Marketing

LinkedIn Launches Local Iteration Of Global #InItTogether Brand Campaign Via Edelman

Professional networking platform LinkedIn has unveiled a consumer-targeted social campaign featuring Aussie members expressing their own takes on success. The campaign, titled ‘In It Together’, is based on the insight that the traditional notions of success have changed and is no longer defined by securing a corner office or a promotion. A survey conducted by […]

Weight Watchers Launches First Global  Marketing Campaign
  • Campaigns

Weight Watchers Launches First Global Marketing Campaign

Weight Watchers International has launched its first global marketing campaign that celebrates the liveability of the WW Your Way+TM program and how it’s possible to enjoy the foods, behaviours and occasions tied to the season, while continuing to develop healthy habits. The campaign is part of the company’s “Season of Impact” and marks two firsts […]

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations
  • Media

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations

The Daylight Agency’s significant growth has continued with the appointment of Shelley Hammond as Director of Agency Operations. Shelley is a leader in the global communications industry and brings vast experience following senior roles in major corporates as well as the agency environment. Shelley will be responsible for the commercial running of Daylight including client retention and […]

Instagram Launches Long-Form Video
  • Technology

Instagram Launches Long-Form Video

Instagram unveils new eye-catching feature. Slicing onions while reading this will also make it eye-watering.

Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.