Advertising watchdog Ad Standards handled more than 4,000 complaints in 2024 about ads spanning various categories.
Two ads in the top ten were found in breach of the advertising rules: a mobile digital billboard promoting a brothel and a home insurance ad featuring a pool cleaner that comes to life.
The remaining eight, while receiving complaints, were found to comply with the advertising rules by the Ad Standards Community Panel.
The Apanel assesses whether an ad breaches the advertising rules by considering factors such as current community standards, the likely audience, and the context in which the ad appears.
If an ad is found in breach of the rules, Ad Standards directs the advertiser to change or remove it.
2024’s most complained about:
1. KFC – 69 complaints
This television advertisement begins with a shirtless man exiting a bedroom, coming to face two women. They giggle and say good morning. A third woman exits the bedroom and the first says "Mum?".
The group look awkward until the second woman says "Did someone say KFC?" The advertisement ends with the group sharing food.
Concerns: Depiction of sexual themes.
Decision: No breach
2. Red Rooster – 55 complaints
This TV ad depicts a young adult male skateboarder at skate park with a broad group of friends, some of whom have hot food.
The lead character’s ‘inner voice’ appears on screen and encourages him to give into his cravings and get some delicious Red Rooster Hot Honey fried chicken.
He rolls on his skateboard behind his distracted fellow-skateboarders, dropping down to lie low on the skateboard and takes some chicken away from the bench without anyone noticing.
The person goes down to reach for a piece of chicken to find it missing and looks around.
Concerns: Promotion of anti-social behaviour and theft.
Decision: No breach
3. Rest – 45 complaints
This television advertisement features a woman wondering aloud if making a cake for her daughter would be as easy as using the Rest app.
The woman produces a cake which is poorly decorated and her family react with surprise, with one man letting out a high-pitched scream.
Concerns: Distressing sounds, insensitivity and discrimination.
Decision: No breach
4. Zynga – 44 complaints
This television advertisement features a woman sitting on the couch playing the Hit It Rich Slots game on her phone. She gets overjoyed when she wins the game.
Concerns: Promotion of gambling.
Decision: No breach
5. KFC – 41 complaints
This television advertisement opens on a close up image of a smiling boy who says “I love you.” He immediately looks a little nervous. There is an awkward silence until a girl says “Thank you.”
The scene then shows that the two of them are in bed together. There is another beat of awkward silence and the boy looks away and says “Did someone say KFC.”
The scene changes to the boy eating KFC with two other boys in a living room.
Concerns: Depiction of sexual themes.
Decision: No breach
6. Pilot – 35 complaints
This TV ad for an erectile dysfunction treatment shows a man and woman discussing a garden hose.
Concerns: Sexual innuendo.
Decision: No breach
7. Gotham City – 28 complaints
This mobile billboard ad for a brothel featured a series of images of women in lingerie.
Concerns: Sexual themes, nudity and exploitative imagery.
Decision: Breach
8. Monash IVF – 24 complaints
This television advertisement begins with a woman crying on the toilet. The scene changes to her walking to a man and them embracing.
Further scenes show medical staff assisting patients and working in a laboratory.
The voiceover states "Starting a family isn’t always easy, it takes bravery. So we’ve spent over 50 years evolving our science to give you the best possible chance of success. We’ll leave no stone unturned to get you answers, and our team of fertility experts will be by your side. At Monash IVF, we’ll do what it takes together."
Concerns: Distressing content.
Decision: No breach
9. Youi – 23 complaints
This TV ad for an insurance company features a family discussing shopping for car insurance, comparing it to Aunty Kate’s search for a boyfriend.
Concerns: Discrimination.
Decision: No breach
10. Budget Direct – 22 complaints
This advertisement features a pool cleaner which “comes to life” after being struck by bolt of lightning and which whirls about causing mess and damage to the home and home contents, terrifying its occupants.
The Budget Direct team come to the rescue. While the characters “Sarge” and “Jacs” approach the house, the dog “Chief” dashes off to assess the situation and, with her paw, presses the pool pump's kill-switch, bringing a halt to the pool cleaner’s rampage.
Concerns: Violent and frightening imagery particularly for children.
Decision: Breach
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