Ad Standards reveals the most complained-about ads in 2022
The advertising industry’s self-regulatory body, Ad Standards, has released a list of the most-complained about ads this year alongside top concerns from the communities.
The organisation investigated over 250 ads this year, and 50 of them were found in breach of the rules.
Ad Standards executive director Richard Bean said some community members found the use of sexual appeal and violence unacceptable, alongside concerns about discrimination being depicted in advertising.
“Australia’s advertising codes exist to make sure ads on all media are responsible and align with community standards. While most comply with the rules, there are some ads that cross the line – and that’s where we step in,” said Bean.
Other issues covered by the rules include offensive language, health and safety and distinguishable advertising.
Ads on free-to-air TV scored the highest number of complaints again this year, followed by Instagram and TV on-demand services.
A PointsBet ad with Shaquille O’Neal speaking in exaggerated accents and using Australian colloquialisms was the most complained ad this year, with many viewers considering it offensive and insulting, especially to Australian young men.
“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,” said Bean.
The top five are:
- PointsBet – Free-to-air TV ad: this television ad features Shaquille O’Neal and the Inspired Unemployed speaking in exaggerated ‘Aussie’ accents.
- Main concern: Discrimination or vilification
- Number of complaints: 42
- Outcome: Dismissed
- Nimble – Free-to-air TV ad: this television ad features a man named “Bill Shock” whose mouth is wide-open throughout the ad.
- Main concern: Discrimination or vilification
- Number of complaints: 24
- Outcome: Upheld
- Uber Eats – Free-to-air TV ad: this television ad features Paris Hilton and the Irwin family. A scene suggests that a snake has eaten a chihuahua.
- Main concern: Violence
- Number of complaints: 23
- Outcome: Dismissed
- Gotham City House of Sin – Billboard ad: this billboard ad for a brothel features a woman wearing black lingerie.
- Main concern: Sex, sexuality, and nudity; exploitative or degrading sexual imagery
- Number of complaints: 21
- Outcome: Dismissed
- Universal Pictures – Free-to-air TV ad: this television ad promoted the film ‘The Black Phone’.
- Main concern: Violence
- Number of complaints: 18
- Outcome: Dismissed
“Ad Standards’ role is to give a voice to the community, and we take every complaint seriously. Any ad found in breach of the rules must be removed or modified,” Bean said.
“One of the strengths of Australia’s advertising self-regulatory system is the high level of industry compliance, along with the independent adjudication of complaints by the Ad Standards Community Panel – everyday Australians who reflect the diversity of Australian society.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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