Out of the 10 most complained about ads this year, seven of them were about sex. From erectile dysfunction to extra-marital affairs, is it that we are easily offended, prudes or are the follow advertising campaigns just plain distasteful?
An ad for the Advanced Medical Institute was the most complained about of 2010, the Advertising Standards Bureau said today.
Of the ten ads that caused the most offence to the public this year, three had complaints against them upheld.
In total, the ASB received complaints about more than 520 advertisements, of which the more than 40 were found to have breached the Australian Association of National Advertisers’ code of ethics or other codes administered by the ASB.
1. Advanced Medical Institute Cookie: jar at top of cupboard – man offers wife an erect penis as a step
Issue – Portrayal of sex, sexuality and nudity; Board decision – Dismissed
About 220 complaints
2. Ashley Madison – Avid Life (TV) – Life is short. Have an affair.
Issue – Portrayal of sex, sexuality and nudity, Section 2.3 AANA Code of Ethics and Other – Social values; Board decision – Dismissed
About 115 complaints
3. VicRoads (Internet) – Viral clips aimed at influencing the behaviour of young Victorian drivers – ‘Everytime you use your mobile phone in your car…’
* Issue – Discrimination or vilification, Section 2.1 AANA Code of Ethics and Language, Section 2.5 AANA Code of Ethics; Board decision – Dismissed
* About 105 complaints
4. Sexpo Pty Ltd (Billboard) – Featuring woman on knees and man on motorbike –ad for Brisbane Sexpo in March.
* Issue – Portrayal of sex, sexuality and nudity, Section 2.3 AANA Code of Ethics; Board decision – Dismissed
* About 75 complaints
.
5. Ashley Madison – Avid Life (Billboard) – (TV) Life is short. Have an affair – Sydney.
* Issue – Portrayal of sex, sexuality and nudity, Section 2.3 AANA Code of Ethics and Other – Social values; Board decision – Upheld
* About 60 complaints
.
6. Advanced Medical Institute (TV) – Running race with beds on the track.
Issue – Portrayal of sex, sexuality and nudity, Section 2.3 AANA Code of Ethics; Board decision – Upheld
About 50 complaints
7. Fernwood Fitness Centres Aust Pty Ltd (Billboard)– “Join Now for Fox Sake”
* Issue – Portrayal of sex, sexuality and nudity, Section 2.3 AANA Code of Ethics and Language, Section 2.5 AANA Code of Ethics
* Board decision – Dismissed; About 50 complaints
.
8. AAMI (TV) – Compilation of accidents and man singing “What about me”.
* Issue – Health and Safety, Section 2.6 AANA Code of Ethics; Board decision – Dismissed
* About 50 complaints
9. SCA Hygiene Australasia (TV) – Libra pads made into Ninja armour by boyfriend.
Issue – Discrimination or vilification, Section 2.1 AANA Code of Ethics; Board decision – Dismissed
About 45 complaints
10. Calvin Klein (Billboard)– Image of one woman and three men. Woman is lying on her back with her head resting on the thighs of one of the men and he is looking down at her. Another man is crouched over her.
Issue – Portrayal of sex, sexuality and nudity, Section 2.3 AANA Code of Ethics and Violence, Section 2.2 AANA Code of Ethics; Board decision – Upheld
About 45 complaints
.
Which ad did you think was the most offensive and are there any ads that you think they missed?
Top Comments
The only one that offends me is the gang bang add. The rest Idon't mind. The AAMI??????? what is the issue? I can't see a problem. Ashley Madison is a bit crappy but more the product then the add.
People were probably just complaining about the AAMI ad because it's sooooo annoying; they had to pick anything to get it off the air. It's like the Joyce Main ads of all.....get them in by making it as annoying as possible.
I meant to type the Joyce Main ads of old not of all...that doesn't make sense!
i LOVE the aami ad!! any ads with songs get me.
and the libra invisible ad is great.