Only one of the top five was found to be in breach of ad standards guidelines
Only one of Australia’s top five most complained about ads for 2022 was found to be in breach of the rules, latest Ad Standards annual review shows.
The regulatory group this week published its annual most complained about ads list for this year, highlighting the community’s biggest issues of concern.
Top of the list was the PointsBet free-to-air TV ad featuring athlete, Shaquille O'Neal, and the Inspired Unemployed speaking in exaggerated ‘Aussie’ accents. The main concern raised was discrimination or vilification, with 42 members of the public submitting complaints. However, these concerns were dismissed in September.
“This particular ad elicited a strong response from some viewers who were concerned that it was offensive and insulting to Australians, particularly young men,” Ad Standards executive director, Richard Bean, said. “While the Ad Standards Community Panel acknowledged these concerns, they found the ad contained self-deprecating humour which would be seen by most to celebrate Australians rather than ridicule them. It was therefore found not in breach of the rules.”
Second on the top five and the only advertisement subjected to amendment was Nimble Australia’s FTA TV ad. This featured a man named ‘Bill Shock’ whose mouth remains wide-open throughout the spot. Again, the community concern was discrimination or vilification.
This concern was upheld after investigation, with the ad found to breach Section 2.1 of the Code. The decision resulted in modifications to the advertisement as well as Nimble’s commitment to adjusting its marketing strategy to veer away from still images of Bill Shock with his mouth open.
Third in the top five this year was another FTA ad, this time from Uber Eats, featuring Paris Hilton and the Irwin family. The concern specifically was violence as a result of a scene suggesting a snake has eaten Hilton’s chihuahua. The concerns were dismissed.
Similarly, concerns around a Gotham City House of Sin billboard ad, which featured a woman wearing black lingerie and gained 21 complaints relating to exploitation or degrading sexual imagery, were dismissed.
Rounding out the top five was a Universal Pictures FTA TV ad promoting the film, The Black Phone, which received 18 complaints for violence. These were also dismissed.
Overall, Ad Standards received thousands of complaints and investigated more than 250 ads in 2022 that raised issues under the advertising industry codes. In total, 50 ads were found in breach of the rules.
“We’ve seen a high proportion of complaints this year about advertisers using sexual appeal or violence in their marketing campaigns which some members of the community have found offensive and unacceptable,” Bean commented. “We have also acted on a number of complaints that raised concerns about discrimination being depicted in advertising.”
Ads seen on free-to-air TV prompted the highest number of complaints again this year, followed by Instagram and TV on-demand services.
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