Automotive servicing and roadside assist company Ultra Tune and fast food chain KFC have topped Ad Standards most complained about advertisements in the first half of 2020.
The watchdog released the 10 most complained about advertisements to June 30 in its mid-year report with all but two of the ads were seen on free-to-air TV.
The most complained about ad of the year so far is Ultra Tune's Baywatch themed automotive ad with complaints ranging from sexism, to nudity and health and safety.
The ad, which featured Pamela Anderson and Warwick Capper, received 309 complaints but all were dismissed.
For the first time, three different advertisements from one advertiser, KFC, are among the top five of the most complained about ads.
The ads from KFC include one with a young woman looking into the window of a car to see her reflection. The window winds down to reveal a mother and two sons in the car. This received 187 complaints.
Another depicted the awkward moment a boy tells a girl whilst laying in bed that he loves her and she replies with ‘thank you’. This received 66 complaints.
The third ad, which received 41 complaints, shows a student completing an exam. He sees his friends outside with KFC and says ‘bucket’ whilst leaving the exam to join his friends.
Complaints about all three ads were dismissed.
Other brands to top the list include fast fashion retailer Pretty Little Thing, AHM Health Insurance, ReAmped Energy, Universal Pictures, Creative Content Australia and Sportsbet.
Of those, only the complaints of the AHM Health Insurance and Sportsbet ads were upheld due to violence, and discrimination and health and safety respectively.
Complainants raised numerous concerns across the wide range of social issues covered by Australia’s advertising codes including sexualised content, gender stereotypes, vilification, the use of sexual appeal, encouraging bad language, as well as promoting an unhealthy lifestyle.
In total, 1,747 complaints have been lodged to June 30, with community concerns raised about 206 advertisements assessed against one or more issues under the Codes and Initiatives administered by Ad Standards.
Of these, 14 advertisements were subsequently withdrawn from broadcast with advertisers choosing to modify or remove the content complained about.
Collective Shout, the grassroots campaigns movement against the objectification of women and the sexualisation of girls, was unhappy with the results and noted that the lingerie brand Honey Birdette's ads were not on the list despite having complaints upheld against its ads 46 times.
Collective Shout campaigns manager Melinda Liszewski says that the self-regulated advertising industry harms community interests.
“Ad Standards gives the illusion of regulation. But as its own ‘most complained about’ list shows, demeaning, sexist ads aren’t regulated. They’re actually endorsed,” Liszewski says.
“Even when complaints are upheld there are no penalties for non-compliance. So Honey Birdette, for example, can continue to refuse to comply.”
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