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‘Rip and roll’ gay sex campaign is the most complained about ad this year

The ‘Rip n roll’ posters for the Queensland Association of Healthy Communities, which created a PR nightmare for Adshel when the company caved into pressure to remove them last month, are the most complained about ads of the year so far, according to the Advertising Standards Bureau.

The campaign received a total of 275 complaints – although the ASB would not reveal how many of these were made by the Australian Christian Lobby, which complained repeatedly using a number of different identities.

Second was the My Peace poster, which read ‘Jesus – a prophet of Islam’.

In third was a TV spot for Essential Beauty, which makes references to heavily foliated female genitalia.

All complaints made about these ads were dismissed by the ASB.

“Of the 10 most complained about ads between January and the end of June, six related to people’s beliefs, values and personal choices,” said ASB CEO Fiona Jolly. “People’s attitudes in relation to homosexuality were one of the main reasons for the high number of complaints received about a recent Rip & Roll billboard and poster.”

“Religious beliefs were the main concern in two ads, one about Islam and another for a Foxtel product which played on the term Christmas,” she said.

The full list of most complained about ads, from 1 January to 30 June 2011:

1 – Queensland Association of Health Communities
Billboard – The ad portrays two gay men hugging and says “Rip & Roll” with a picture of a condom on it. Board determination – Dismissed
220 complaints

2 – Queensland Association of Health Communities
Poster – The ad portrays two gay men hugging and says “Rip & Roll” with a picture of a condom on it.
Board determination – Dismissed
55 complaints

3 – My Peace
Transport – Jesus – A prophet of Islam
MyPeace with a phone number for people to call to receive a free Koran
Board determination – Dismissed
55 complaints

4 – Essential Beauty
TV – The ad tells the story of a woman requiring hair removal from personal areas with the first letters of words swapped around.
Board determination – Dismissed
45 complaints

5 – General Pants Group
Poster – The photo is of a topless woman. She has her nipples taped with black tape and male hands unzipping her pants. In the background there are giant words advertising ‘Sex’ and tiny print saying ‘fashion’.
Board determination – Upheld
35 complaints

6 – Foxtel
TV – The advert has a family setting up their Christmas lights on their house. When they turn the light on the lights spell out the word FOXMAS.
Board determination – Upheld
30 complaints

7 – Supre
TV – Woman wearing product Jeggings shows off the Jeggings.
Board determination – Dismissed
25 complaints

8 – Optus
TV – The advert is an Optus ad featuring two crocodiles ‘playing’ tennis. They are using a Sugar Glider as the ‘ball’.
Board determination – Dismissed
25 complaints

9 – How Good Is That
Billboard – reads: ‘The casualty for every ABORTION 1 dead 1 wounded,
Board determination – Upheld
20 complaints

10 – Rivers
Print – Catalogue cover featuring the legs of a face-down woman, wearing fishnet stockings and high heels, sticking out from underneath a couch. Across the top of the ad are the words “10 Deadly Deals”.
Board determination – Dismissed after IR/ originally upheld
15 complaints

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