These were Australia’s most complained about ads in 2023
With over 3,500 complaints across more than 250 ads this year, Ad Standards has today revealed the five most complained about advertisements in Australian media in 2023 – none of which breached the industry body’s rules.
The main issues of concern were sexual appeal, violence and demonstrating behaviour contrary to community health and safety standards.
“We’ve seen a 25% increase in complaints this year, demonstrating the community’s enthusiasm for holding businesses accountable for their ads,” said Richard Bean, executive director at Ad Standards.
“Advertisers need to make sure their ads align with evolving community standards around the use of sexual imagery and violence, with these issues generating more than half of this year’s complaints.”
Taking the number one spot was a out-of-home billboard promoting an adult content creator’s OnlyFans page. It received 350 complaints.
The most complained about ad of 2023
In second place with 214 complaints was a Red Rooster TVC, showing a skateboarder stealing fried chicken from other skateboarders at a skatepark.
Mars Wrigley’s TVC for chewing gum brand Extra, which featured two women sharing a kiss, had 126 complaints, while online adult store Lovehoney’s billboard featuring the phrase “winter chills have never felt so good” had 99 complaints.
Lovehoney’s ad that received 99 complaints
A billboard for M-rated video game, Diablo IV, received 44 complaints due to its phrase “welcome to Hell Melbourne”, rounding out the top five.
The Diablo IV billboard
None of the ads were found in breach of Ad Standards rules, however, in 2023, complaints against more than 70 ads were upheld. A further 30 ads were removed or changed by advertisers once made aware of their breaches.
“Australia’s advertising rules are designed to ensure that every ad is a responsible ad, and that all ads align with community standards,” Bean continued.
“If anyone thinks that an ad has crossed the line, they should lodge a complaint with Ad Standards. We accept complaints about ads on any medium and a single complaint is all it takes to initiate an investigation.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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“Wont somebody pleeeaaasssee think of the children?!!!”
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Red Rooster skateboarder. Why run an add showing kids blatantly stealing when juvenile crime is such a problem.
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