Tuesday, 15 December 2009

2009 Most Complained About Ads Down-Under - Including Banned TV Commercials

Are Aussies becoming too prudish?

The Australian 'Advertising Standards Bureau' has published a list of this year’s most complained about advertisements. Most complaints relate to - discrimination and vilification, sexuality and nudity, health and safety and social values.

The most complained about ad in 2009 was a billboard advertisement. The ASB received about 250 complaints, many of which were from outside Victoria (the only state where the billboard could be seen)


Out of the 10 most complained about ads, just two were found to be in breach of the AANA Code of Ethics and have been discontinued. One that surprises me is the Coca Cola Zero "The Break Up" TV commercial - is the Aussie community becoming too prudish, I wonder? - decide for yourself:



The number of complaints in 2009 was higher than last year, as were the number of ads complained about. In total, the ASB received complaints about more than 600 advertisements from all mediums. 80 of these were deemed to breach the AANA Code of Ethics.

Following is the list of the 10 most complained about advertisements in 2009:

1. GASP denim – Case number 450/09 – (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 - Case number 63/09 - (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 - Case number 464/09 – (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 - Case number 40/09 – (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 – Case number 137/09 – (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 – Case number 289/09 – (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 – Case number 460/09 – (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 – Case number 14/09 – (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) – Case number 377/09 - (TV) Man at picnic lies about owning a car when asked to move it.
Issue – Other, social values
Board decision - Dismissed
About 25 complaints

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On an aside, below is the TV commerical for Toyota's Yaris that was pulled off air this year, after being labelled as "incenstuous and sexist".



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1 comment:

Joshi Takanawa said...

i wonder if singaporeans would approve any of these ads?