Ad complaints rise, while topless women billboard tops list
An ad for Gasp denim featuring topless women in jeans was the most complained about ad this year, while Target and Coca-Cola also made it on the top ten list with ads that were found to be in breach of the AANA code of ethics.
The number of complaints made to the Advertising Standards Bureau (ASB) also rose compared to last year, as well as the number of ads complained about. A final figure is yet to be determined.
The ASB received complaints regarding more than 600 advertisements on all media platforms, 80 of which the Board deemed to be in breached the AANA code of ethics.
Discrimination, vilification, sexuality and nudity, health and safety and social values were the issues that most concerned complainants.
While the Gasp denim billboard ads displayed in Victoria attracted around 250 complaints, it was dismissed.
However, Target and Coke Zero were not so lucky. Target’s TV ad Denim Nation which featured people getting in and out of a clothes dryer to dry jeans received 50 complaints on the grounds of health and safety concerns.
The complaints were upheld after the ad was found to be in breach of section 2.6 of the AANA code of ethics. It was the fourth most complained about ad for the year.
Similarly, Coke Zero’s TV ad, The Break Up, which showed pole dancers and sexy women, received 50 complaints. It was upheld on the basis of discrimination or vilification as per section 2.1 in the AANA code of ethics.
Meanwhile, three of the most complained about ads on the top ten list were for radio and billboard ads for the Advanced Medical Institute.
Fiona Jolly ASA chief executive said: “Through its complaints, the community has made constant comment about sex, sexuality and nudity. A lot of the comment has been in relation to billboard advertising. This will be one of the issues raised in community research being conducted on behalf of the ASB early in 2010.”
Advertising Standards Bureau – Most complained about ads in 2009
1. GASP denim – (Billboard – displayed only in Victoria) Images of topless females dressed in jeans.
Issue – Discrimination or vilification, Section 2.1 AANA Code of Ethics
Board decision – Dismissed
About 250 complaints
2. Advanced Medical Institute – (Radio) Man and woman talk about reaching the big O.
Issue – Portrayal of sex, sexuality and nudity, Section 2.3 AANA Code of Ethics
Board decision – Dismissed
About 55 complaints
3. BConfidential – (Billboard) Black and pink sign with woman on left and words: “Tell your wife that you will be home late”.
Issue – Discrimination or vilification, Section 2.1 AANA Code of Ethics
Board decision – Dismissed
About 55 complaints
4. Target – (TV) Denim nation. People get in and out of a clothes dryer to dry jeans.
Issue – Health and Safety, Section 2.6, AANA Code of Ethics
Board decision – Upheld – Discontinued
About 50 complaints
5. Coca Cola Zero – (TV) The break up, with pole dancers and sexy women.
Issue – Discrimination or vilification, Section 2.1 AANA Code of Ethics
Board decision – Upheld – Discontinued
About 50 complaints
6. Advanced Medical Institute – (Billboard) Making Love – Do it Longer.
Issue – Portrayal of sex, sexuality and nudity, Section 2.3 AANA Code of Ethics
Board decision – Dismissed
About 50 complaints
7. Advanced Medical Institute – Case number 555/08 – (Billboard) Men do it LONGER
Issue – Portrayal of sex, sexuality and nudity, Section 2.3 AANA Code of Ethics
Board decision – Dismissed
About 40 complaints
8. Cadbury Schweppes – Solo – (TV) Man drinks solo then kicks the can into a bin but misses and leaves the can on the ground as litter.
Issue – Health and Safety, Section 2.6, AANA Code of Ethics
Board decision – Dismissed
About 35 complaints
9. Cadbury Schweppes – Solo – (TV) Man wearing pink tutu is tackled by Australian cricketer Andrew Symonds.
Issue – Discrimination or vilification, Section 2.1 AANA Code of Ethics
Board decision – Dismissed
About 30 complaints
10. Yum (KFC) – (TV) Man at picnic lies about owning a car when asked to move it.
Issue – Other, social values
Board decision – Dismissed
About 25 complaints
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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have you investigated where the concept of the anz swing ad came from or are you a gentrified message board for ego massaging..once again……… stolen concepts query! please reply …ask daddo where the concept came from………………………………. more to come.keep watching
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If only Toyota/Saatchi’s had released their chosen Clever Films winner as a real spot, they might have had ANOTHER #1 on their hands.
But seriously, look at most of these ads – If that’s the most offensive, vilifying or ethically awry piece of media you’re subjected to that day, it’s been a pretty good day.
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what jeans?
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Well…do you have erection problems?
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I like the jeans one
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i drive past the GASP one every day and the only thing offensive are the jeans the bird has on … slapperwear!
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Just look at the AMI go – they appear to be on a long-term mission to dominate the ASB annual top 10. They took 3 of the top 10 spots this year.
In 2008, the AMI took 2 of the top 10 spots:
http://www.adstandards.com.au/.....s_2008.doc
In 2007, the AMI had just one entry in the top 10:
http://www.adstandards.com.au/.....ut_ads.doc
And in 2006, the AMI was nowhere to be found:
http://www.adstandards.com.au/.....%20ads.doc
I think I’ve spotted a trend. Next year, my money’s on 4/10
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Agree Larry, the most offensive thing about the GASP jeans ad is the fact that the jeans look skanky. Even that woman with a lovely figure can’t make them look good …
Adam, I think you’re on the money with your prediction.
For what it’s worth I don’t see the point of the ASB. It proves the theory that self-regulation rarely works properly!
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