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ASB’s top 10 most complained about ads of 2016, so far

It’s no surprise Meat & Livestock Australia’s Australia Day lamb campaign, which came under fire for promoting violence against vegans, finished high on the Advertising Standards Board’s ‘most complained about ads’ list; however, it failed to secure the #1 spot.

In all its various forms, Ultratune’s ‘Unexpected Situation’ series of ads was the overall winner – with a total of 781 complaints. Following closely behind was MLA’s controversial Lee Lin Chin’s ‘lambassador’ campaign ‘Operation Boomerang’ which attracted a total of 747 complaints.

Other ads to make top 10 most complained about list this year is Roadshow Films’ ‘The Conjuring 2’ trailer, Medibank Private’s ‘Health cover for every kind of family and individual’ ad and Brisbane lingerie company Honey Birdette’s ‘Room Service’ poster advertisement.

Ultratune’s ‘We’re Into Rubber’ Ad, which had ben reported for objectifying women, attracted the most complaints with 418. Meat and Livestock Australia’s recovery mission was the second most complained about advertisement with 376 complaints.

Of the top 10 list the Ultratune ‘bimbo’ train crossing ad, Roadshow Film’s ‘Conjuring 2’ trailer and Honey Birdette’s revealing poster all fell foul of the ad watchdog’s codes of practice and were banned.

ASB’s Top 10 most complained about ads – January to June 2016

Meat & Livestock Australia Ltd – 0017/16
Ad: Newsreader Lee Lin Chin promotes gives the instruction to commence ‘Operation Boomerang’ – a recovery mission of rescuing Australians from various countries so that they will be in Australia (and able to eat lamb) on Australia Day.
Platform: TV – free to air
Ruling: Dismissed
No. of complaints: 376

Meat & Livestock Australia Ltd – 0018/16
Ad:Ad: Newsreader Lee Lin Chin promotes gives the instruction to commence ‘Operation Boomerang’ – a recovery mission of rescuing Australians from various countries so that they will be in Australia (and able to eat lamb) on Australia Day.
Platform: Internet
Ruling: Dismissed
No. of complaints: 241

Ultra Tune Australia – 0020/16
Ad: Two women are in a car which breaks down while on a level crossing.
Platform: TV – free to air
Ruling: Upheld
No. of complaints: 208

Meat & Livestock Australia Ltd – 0019/16
Ad: Newsreader Lee Lin Chin promotes gives the instruction to commence ‘Operation Boomerang’ – a recovery mission of rescuing Australians from various countries so that they will be in Australia (and able to eat lamb) on Australia Day.
Platform: Internet-Social-Other
Ruling: Dismissed
No. of complaints: 130

Ultra Tune Australia – 0040/16
Ad: Two women are in a car which goes off a cliff after being put into the wrong gear.
Platform: TV – free to air
Ruling: Dismissed
No. of complaints: 101

Roadshow Film Distributors Pty Ltd – 0266/16
Ad: Advertising trailer for horror movie.
Platform: TV – free to air
Ruling: Upheld
No. of complaints: 80

Medibank Private Ltd0062/16
Ad: ‘Health cover for every kind of family and individual’, showing various family groups and highlighting that the rovider has health cover to fit everyone
Platform: TV – free to air
Ruling: Dismissed
No. of complaints: 66

honey birdette room service asb banned poster ad

Honey Birdette0217/16
‘Room Service’ shop window poster showing women in revealing underwear.
Platform: Poster
Ruling: Upheld
No. of complaints: 59

Ultra Tune Australia – 0022/16
Ad: Two women in tight black suits play with tennis balls.
Format: TV – free to air
Ruling: Dismissed
No. of complaints: 54

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