Australians complained more about discrimination and vilification in advertising than they did about sex and sexuality last year, the Advertising Standards Bureau (ASB) has revealed.
The issue of discrimination and vilification was the most dominant issue raised by complaints in 2012, accounting for 28.5% of all complaints – an increase from 20.7% in 2011.
It trumped the portrayal of sex and nudity, which was consistently the most complained about issue for five years until 2012.
According to the ASB, a reason for this change is the introduction of a new section of the code – objectification – which took effect early last year.
With that new section in place, issues of sex, sexuality and nudity accounted for 23.%, and complaints of objectification accounted for almost 14% in 2012.
Statistics also reveal that Australians are getting more conservative about what they consider appropriate language. Complaints concerning language doubled from 6.1% in 2011 to 12.2% in 2012, which is the highest recorded percentage of complaints regarding language since statistics were recorded in 2005.
The ASB suggested these figures could have been inflated by the most complained about ad for 2012 – Johnson&Johnson's Carefree ad which used the word vagina.
Issues around health, safety and violence received less complaints than they did in 2011, as did complaints relating to food and beverage.
The majority of complaints (65.5%) related to advertisements shown on television, a marked increase from the 2011 figure of 44.2%.
In 2012, the ASB separated the Internet medium into Internet and Internet- Social Media to capture new forms of advertising. Internet advertising attracted the second highest percentage of complaints, 7.8% and internet-social media accounted for 2.6% of all complaints.
Transport complaints accounted for 1.5% of all complaints and outdoor represented 1.4%. A noteworthy decrease from 2011 was for billboard complaints decreasing from 26.4% in 2011 to 4.8% in 2012.
Print media complaints remained consistent with previous years at almost 5%. Other mediums attracting complaint included radio (4.1%), pay TV (2.9%), poster (1.9%), cinema (1.4%) and mail (1.2%).
Please login with linkedin to comment
In this guest post, Alex Watts (pictured), DDB Sydney Head of Social, discusses his thoughts on the potential Microsoft/Tik Tok acquisition and whether the deal actually makes any sense for Microsoft… Trump is calling for a ban, China’s calling it a “smash and grab,” but the real question is – does buying TikTok really make sense for Microsoft? TikTok is […]
Following QMS’ acquisition of TLA Worldwide (Aust) last year, QMS Sport has today announced it will transition to the TLA brand and formally become a business unit of TLA. ‘Media Tech’ is officially the new name for what was formally known as QMS Sport, and will operate alongside TLA’s existing business units that span the […]
Sydney-based design and technology studio Nightjar have launched a new website for Sneaker Freaker. Founded in 2002, the street culture magazine is the first and only international footwear magazine. From its roots as a DIY-style fanzine to today’s global coverage, its print pages and online platforms document every colab, custom, limited edition, retro reissue, Quickstrike, Hyperstrike […]
Haystac’s former National Head of Strategy, Haylie Marchant (pictured) has launched The PR Toolkit – an online resource and DIY PR platform educating and empowering small and medium sized businesses to do their own PR. Offering a mix of free resources and easy-to-use how to guides, the one-stop-shop for DIY PR covers media relations, media […]
One Love Australia has launched a new social change initiative that will see a raft of high profile individuals, including former Australian Prime Minister Malcolm Turnbull and Boost Juice’s founder, Janine Allis, take part in a video interview series set to turn racism on its head. The initiative – titled #ShareThePlatform – will see these […]
Resolution Digital has been awarded the Australia’s Agency of the Quarter award in the prestigious Google Honours program. The Honours program for 2020 recognises the achievements of the very best performance marketing agencies and providers across Australia and New Zealand. The program consists of 3 quarters, 43 agencies and over 500 individuals; measured on account […]
Firefly has brought on six major new clients as it continues to expand, adding new media planning and buying arm to its business. Managing Director Andrew Mathwin (pictured) said the independent agency, known for clients such as Air New Zealand, Buy West Eat Best, West Coast Eagles and Mrs Mac’s Pies, had a strong year […]