ASB’s top 10 most complained about ads of 2017, so far
The ad watchdog has released its ten most complained about ads of the last six months, with Ultra Tune’s infamous ‘Unexpected Situations’ topping the list.
Over the past six months the Advertising Standards Bureau has processed over 2,700 complaints with discriminatory and exploitative ads being the most common concerns.
Despite being dismissed, Ultra Tune’s ‘Unexpected Situation’ was complained about 357 times with the issues of concern being discrimination, vilification, sex, sexuality and nudity.
Following in second was Sportsbet’s ‘putting roid in Android’ ad which managed 202 complaints as Sportsbet unsuccessfully argued applying a “moral compass” to the ad was “plainly irrelevant”.
Ultra Tune managed to appear on the list two more times despite the watchdog never upholding the complaints.
Other ads to make the top 10 most complained about list this year is AAMI, BCF, iSelect and Pacific Brands Holdings.
Most of the complaints were dismissed, except Sportsbet’s ‘putting the roid in android’ which was lambasted by the watchdog.
ASB’s Top 10 most complained about ads – January 1 to June 30 2017:
1. Ultra Tune Australia – 0042/17
Ad: Two women use a fire extinguisher to put out a car fire.
Ruling: Dismissed
Platform: TV
No. of complaints: 357
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. Sportsbet –0234/17
Ad: Featuring Ben Johnson -Gold medallist 1988 Olympics
Ruling: Upheld
Platform: TV
No. of complaints: 202
Issue of concern: 2.6 – Health and Safety
3. AAMI – 0064/17
Ad: A family standing beside their broken down car near a sign which says Ship Creek.
Ruling: Dismissed
Platfrom: TV
No. of complaints: 84
Issue of concern: 2.5 – Language
4. iSelect Pty Ltd – 0165/17
Ad: A woman in bed switches a light on and off several times. Each time a different man is in the bed.
Ruling: Dismissed
Platform: TV
No. of complaints: 72
Issue of concern: 2.1 – Discrimination or Vilification
5. Ultra Tune Australia – 0045/17
Ad: Two women near a car at night, approached by a group of men. A martial arts star appears and the group of men take photos with him.
Ruling: Dismissed
Platform: TV
No. of complaints: 65
Issues of concern: 2.1 – Discrimination or Vilification, 2.2 – Exploitative and degrading and 2.3 – Violence
6. BCF – 0024/17
Ad: Boxing day and stocktake sale. Uses the jingle “Boating, camping, fishing is BCFing fun!”
Ruling: Dismissed
Platform: TV
No. of complaints: 51
Issue of concern: 2.5 – Language
7. Ultra Tune Australia – 0154/17
Ad: Two young women in a broken down convertible are approached by a car technician asking if they need help.
Ruling: Dismissed
Platform: Pay TV
No. of complaints: 35
Issues of concern: 2.1 – Discrimination or Vilification, 2.2 – Exploitative and degrading, 2.4 – sex/sexuality/nudity and 2.6 – Health and Safety
8. Pacific Brands Holdings Pty Ltd – 0076/17
Ad: A woman on wearing pearl G-string underwear, which breaks.
Ruling: Dismissed
Platform: TV
No. of complaints: 32
Issues of concern: 2.1 – Discrimination or Vilification and 2.4 – Sex/sexuality/nudity
9. Department of Health and Human Services (Tasmania) – 0013/17
Ad: Ad shows a scene where an ambulance officer is attacked while trying to care for someone.
Ruling: Dismissed
Platform: TV
No. of complaints: 24
Issue of concern: 2.3 – Violence
10. Frucor Beverages Australia – 0251/17
Ad: Two lemons positioned like breasts with words not so guilty.
Ruling: Dismissed
Platform: Poster
No. of complaints: 24
Issue of concern: 2.1 – Discrimination or Vilification, 2.2 -Exploitative and degrading and 2.4 – Sex/sexuality/nudity
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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You appear to say Sportsbet was both dismissed and upheld… which is it?!
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Well spotted. We’ve fixed that to say the complaints were upheld.
Sportsbet should have sent Craig Williams in to the stewards room for that one
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