Ad Standards reveals 2024’s most complained about ads
With over 4,000 complaints this year, Ad Standards has heard it all. Today, it has revealed the ten most complained about ads of 2024.
The Ad Standards Community Panel 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.
10. Budget Direct – 22 complaints
Coming in at number ten is a TVC iteration of Budget Direct’s ‘Insurance Solved’ brand platform where a pool cleaner comes to life after being struck by lightening.
22 complaints were made over violence and frightening imagery, particularly for children.
The Ad Standards Community Panel found the TVC was in breach of its guidelines. Budget Direct said that it “respectfully disagreed” with the Panel’s decision regarding the Code of Ethics, but abided by the ruling, discontinue the full 45 second version of the spot.
9. Youi – 23 complaints
Youi placed ninth, having received 23 complaints over discrimination in a TVC. The spot depicts a family discussing shopping for car insurance, comparing it to ‘Aunty Kathy’s’ search for a boyfriend.
Ad Standards did not uphold the complaints and the ad was not discontinued.
8. Monash IVF – 24 complaints
Depicting a woman sitting on a toilet crying, with scenes of medical staff assisting patients, a TVC from Monash IVF landed in eighth.
24 complaints were made, with the main concern of the spot being distressing content. Ad Standards dismissed the complaints.
7. Gotham City – 28 complaints
Similarly to 2022, a mobile billboard for brothel Gotham City has appeared in the top ten. The ads – which were on a truck – featured a series of images of women in lingerie and sexually suggestive positions.
It received 28 complaints over sexual themes, nudity, and exploitative imagery.
Unlike 2022 where the billboard was dismissed, the Ad Standards Community Panel found the truck ads breached its guidelines, and Gotham City removed all images. However, it put up a fight. In its response to Ad Standards, Gotham City said the truck “operates lawfully” and the images featuring women in bikinis “do not constitute nudity”.
6. Pilot – 35 complaints
In sixth place was a TVC from men’s digital healthcare provider Pilot. Bringing awareness about erectile dysfunction, the spot shows a man and woman discussing a garden hose.
35 complaints were made over concerns of sexual innuendo, but Ad Standards did not uphold them.
5. KFC – 41 complaints
Featuring a couple having an awkward interaction in bed, an iteration of KFC’s ‘Did Somebody Say…’ platform has landed at number five.
It received 41 complaints over sexual themes. Ad Standards did not find it to breach its guidelines.
4. Zynga – 44 complaints
In fourth is a TVC from mobile game developer Zynga depicting a woman playing a casino-style game on her phone.
The only gambling-related ad in the top ten, it received 44 complaints for promoting gambling but Ad Standards dismissed the complaints.
The debate over gambling advertising has been a huge topic in 2024, with some advertisers urging others to “stop hiding behind the excuse of ‘just doing our job’ and start taking responsibility for their actions”.
3. Rest – 45 complaints
A TVC by super fund Rest showing a woman holding a disfigured cake followed by a man letting out a high-pitched scream.
Concerns over distressing sounds, insensitivity, and discrimination were made over 45 complaints.
Ad Standards did not find the TVC to breach its guidelines.
2. Red Rooster – 55 complaints
For the second consecutive year, Red Rooster’s TVC showing a skateboarder stealing chicken at a skate park has landed in second place. In 2023 it received 214 complaints, and this year had a further 55.
Concerns were made about the spot promoting anti-social behaviour and theft, but Ad Standards did not uphold the complaints.
1. KFC – 69 complaints
KFC took the top spot in 2024, with 69 complaints about a TVC that featured a woman exiting the bedroom of a younger man, much to the surprise of her daughter.
Just like the previous KFC ad (see number five), complaints were made over the depiction of sexual themes. Ad Standards dismissed the complaints.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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