Holden TV ad most upsetting
Two car companies feature in the top 10 most-complained about TV ads in 2015Foul language and the sensitive subject matter of caravan towing have conspired to become the most-complained about TV ad in Australia for 2015, according to the Advertising Standards Board (ASB).
The ASB's annual 'Top 10' most-criticised TV ads in Australia saw two car makers in the list, with Holden taking the number one spot after drawing the ire of 161 upset viewers.
In total more than 4000 complaints were made to the ASB concerning more than 450 advertisements.
The Holden Colorado 7 television advertisement features a young boy and his dad bemoaning "bloody caravanners".
As was the case with nine of the top 10 most-complained about TV ads this year, complaints about foul language in the Holden TV ad were dismissed by the ASB. Only the Ashley Maddison – Avid Life advert was deemed ban-worthy by the ASB. The full list is below.
The other car advert that saw 59 viewers pick up the phone or write letters of disgust to the ASB was from Hyundai. Promoting the Tucson as 'Strong + Beautiful' it features a woman flicking a snake with her belt after unbuckling it. The complaints were related to animal cruelty but the ASB dismissed the objections.
"What we can see from the list is that complainants are particularly concerned with seeing behaviour in advertisements that they view as inappropriate," said the ASB's CEO, Fiona Jolly.
Around 70 TV ads were deemed to have breached the guidelines set out by the ASB this year and Jolly observes that a complaint does not guarantee an advertisement will be banned.
"When the Board considers an advertisement, they can only consider the content of the advertisement, under the specific sections of the Code of Ethics.
"While some people may not like to see 'bad behaviour' in advertising, the content of many of these advertisements did not breach the code," she said.
Most complained about ads 2015
1. Holden Ltd
Features a man and his son complaining about "Bloody caravanners".
Main issue of concern: Inappropriate language
Dismissed, number of complaints: 161
2. Ashley Maddison – Avid Life
Features men singing about "looking for someone other than my wife".
Main issue of concern: Discrimination or Vilification Gender
Upheld, number of complaints: 138
3. Fantastic Snacks Australia
Shows a wife licking chip flavouring off her husband's lips.
Main issue of concern: Sex/sexuality/nudity - general
Dismissed, number of complaints: 85
4. Unicharm Australasia
Features a woman in a variety of stereotypical scenarios related to having her period.
Main issue of concern: Discrimination or Vilification Gender
Dismissed, number of complaints: 76
5. Sportsbet
Features a sweaty man wiping himself at the gym.
Main issue of concern: - Other Social Values
Dismissed, number of complaints: 71
6. Stan
Refers to a cat as a 'big pussy'.
Main issue of concern: Sex/sexuality/nudity - general
Dismissed, number of complaints: 66
7. Unilever Australia
Hair product promotion featuring two men kissing.
Main issue of concern: Sex/sexuality/nudity - general
Dismissed, number of complaints: 62
8. Hyundai Australia
Tucson ad featuring a woman flicking her belt at a snake.
Main issue of concern: Violence Cruelty to animals
Dismissed, number of complaints: 59
9. SCA Hygiene Australasia
Featuring people saying "oh sheet".
Main issue of concern: Inappropriate language
Dismissed, number of complaints: 56
10. Edgewell
Features three women trimming bonsai plants in front of their crotches.
Main issue of concern: Sex/sexuality/nudity - general
Dismissed, number of complaints: 53
Tags
Please see our Editorial Guidelines & Code of Ethics (including for more information about sponsored content and paid events). The information published on this website is of a general nature only and doesn’t consider your particular circumstances or needs.
