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Top 10 most complained about ads of 2018 revealed

The advertising watchdog has revealed the top 10 most complained about ads for 2018, with Sportsbet, iSelect and Berlei topping the chart.

Accruing the highest number of complaints was Sportsbet’s ad, which featured a man shown from the waist up “manscaping” in the bathroom, with his leg on a chair shaving his genitals. The ad was banned after receiving 793 complaints.

The second most complained about ad of the year, which was also upheld, was iSelect’s Easter piñata bashing ad.

Insurance company iSelect had its ad banned for showing a woman smashing an Easter Bunny-shaped piñata while children looked on in fright. The ad resulted in 716 complaints to Ad Standards.


Coming in third, with 135 complaints, was this year’s Berlei campaign, which depicted different balls shaped like breasts bouncing around.

The ad was later cleared by the ad watchdog.


Infamous car repair franchise Ultra Tune finished just behind Berlei, with 134 complaints for its ad which featured former boxer and convicted rapist, Mike Tyson.

Ad Standards dismissed the 134 complaints against Ultra Tune, clearing the ad and deeming it appropriate to broadcast.


In fifth was Universal Pictures, which racked up 97 complaints for its trailer of the horror movie ‘Halloween’.

The ad was banned after being deemed too “menacing” for television.

Other advertisers to make the top 10 included KFC and its “naked wrestling” ad, Youfoodz and BCF.

The top 10 most complained about ads of the year

1. Sportsbet – TV – Free-to-air
A man is seen naked from the waist up and appears to be manscaping.
Upheld
Number of complaints: 793
Issues of concern: 2.1 – Discrimination or vilification, 2.2 – Exploitative or degrading, 2.3 – Violence and 2.4 – Sex/sexuality/nudity

2. iSelect – TV – Free-to-air
A woman aggressively hits a piñata in front of a group of children.
Upheld
Number of complaints: 716
Issues of concern: 2.1 – Discrimination or vilification, 2.3 – Violence and 2.6 – Health and safety

3. Hanes Brands – TV – Free-to-air
Balls in the shape of breasts are used as sports balls.
Dismissed
Number of complaints: 135
Issues of concern: 2.1 – Discrimination or vilification, 2.2 – Exploitative or degrading, 2.3 – Violence, 2.4 – Sex/sexuality/nudity

4. Ultra Tune – TV – Free-to-air
Three women driving to a costume party crash a car avoiding a tiger on the road, Mike Tyson appears to help.
Dismissed
Number of complaints: 134
Issues of concern: 2.1 – Discrimination or vilification, 2.2 – Exploitative or degrading, 2.4 – Sex/sexuality/nudity and 2.6 – Health and safety

5. Universal Pictures – TV – Free-to-air
A trailer for the film ’Halloween’.
Upheld
Number of complaints: 97
Issues of concern: 2.3 – Violence

6. BCF – TV – Free-to-air
A group of people participate in boating, camping and fishing activities while singing the BCF jingle.
Dismissed
Number of complaints: 93
Issue of concern: 2.3 – Violence, 2.4 – Sex/sexuality/nudity, 2.5 – Language, 2.6 – Health and safety

7. Specsavers – TV – Free-to-air
A fictional medical research company asks subjects how much they would sell their eyes for.
Dismissed
Number of complaints: 73
Issues of concern: 2.1 – Discrimination or vilification, 2.3 – Violence

8. Youfoodz – TV – Free-to-air
A couple discusses the times and place they ‘do it’ it is then revealed they are talking about eating Youfoodz meals.
Dismissed
Number of complaints: 49
Issues of concern: 2.4 – Sex/sexuality/nudity and 2.5 – Language

9. Yum Restaurants International – TV – Free-to-air
A couple is shown a drawing their child completed of ‘Mum and Dad naked wrestling’, the parents then suggest going to KFC.
Dismissed
Number of complaints: 46
Issues of concern: 2.4 – Sex/sexuality/nudity

10. Sony Pictures Releasing – TV – Free-to-air
A trailer for the film ‘Venom’.
Upheld
Number of complaints: 43
Issues of concern: 2.3 – Violence

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