Most complained-about ads of 2022 revealed

The advertisements that upset Aussies most this year have been revealed, with some surprise brands making the cut.

Exclusive: The top five advertisements that angered Aussies the most during 2022 have been revealed, with some surprise brands making the cut.

Ads Standard, which handles complaints about advertising in Australia, investigated more than 250 ads in 2022 that raised issues under the advertising industrycodes, with around 50 ads found in breach of the rules.

All but one of the hotly debated advertisements were free-to-air TV ads, which prompted the highest number of complaints again in 2022, followed by Instagram and TV streaming services.

Shaquille O’Neal in the most complained about ad of the year.

“We’ve seen a high proportion of complaints this year about advertisers using sexual appeal or

violence in their marketing campaigns which some members of the community have found offensive and unacceptable,” Ad Standards Executive Director Richard Bean said.

“We have also acted on a number of complaints that raised concerns about discrimination being depicted in advertising.”

The most complained about ad in 2022 was betting operator PointsBet’s TV campaign starring NBA legend Shaquille O’Neal and the Australian comedy duo the Inspired Unemployed,

which featured exaggerated ocker accents and Aussie colloquialisms.

“This particular ad elicited a strong response from some viewers who were concerned that it was offensive and insulting to Australians, particularly young men,” Mr Bean said.

“While the Ad Standards Community Panel acknowledged these concerns, they found the ad

contained self-deprecating humour which would be seen by most to celebrate Australians rather than ridicule them. It was therefore found not in breach of the rules.”

Nimble's “Bill Shock” ad angered TV viewers.

The second most-complained about ad was for loan provider Nimble, which featured a supposedly comical character with a permanently open mouth called “Bill Shock”.

The ad was deemed by some viewers to be discriminatory, with Ad Standards upholding the complaint.

One viewer who lodged a complaint said the ad appeared to making fun of a person due to their disability.

Another said: “A woman talks about her son who can’t close his mouth and shows his mouth full of food and dribbles his drink.

“This ad is very offensive to children who are affected by an intellectual and or physical problem and also to their families.”

Paris Hilton's UberEats ad caused a stair.

The third most complained about advertisement of 2022 was an Uber Eats TV ad starring Paris Hilton and the Irwin family.

Some viewers complained that the ad was violent due to a scene that suggested a snake had eaten a chihuahua.

Number four was a billboard ad for the Gotham City House of Sin brothel in South Melbourne, which featured a woman dressed in black lingerie, described by those who complained as “exploitative” and “degrading”.

The TV ad for The Black Phone was a turn-off for some viewers.

Hollywood also got a look in, with concerned viewers complaining that the TV ad for the supernatural horror film The Black Phone, starring Ethan Hawke, was too violent, making it the fifth most complained about ad of 2022.

The executive director said that the role of Ad Standards was to give a voice to the community and that every complaint was taken seriously.

“Any ad found in breach of the rules must be removed or modified,” he said.

To find out more or to lodge a complaint visit adstandards.com.au

Originally published as Most complained-about ads of 2022 revealed