Ad Standards investigate more than 250 ads in 2023

The top five ads that riled Aussies up the most in 2023 have been revealed, with concerns around sexual imagery and violence accounting for more than half of this year’s complaints.

The most complained about ad was a billboard of OnlyFans star Savannah promoting her channel. Picture: 7 NEWS

The top five advertisements that riled Aussies up the most during 2023 have been revealed, with the majority concerning sexual imagery and violence.

Ad Standards received over 3,500 complaints this year and investigated more than 250 ads that raised issues under the advertising industry codes.

“We’ve seen a 25 per cent increase in complaints this year demonstrating the community’s enthusiasm for holding businesses accountable for their ads,” executive director Richard Bean said.

“Advertisers need to make sure their ads align with evolving community standards around the use of sexual imagery and violence, with these issues generating more than half of this year’s complaints.”

The most complained about ad was a billboard promoting an adult content creator’s OnlyFans page. Savannah, known as WC Savage, paid for a giant billboard in Perth, featuring her in a bikini and included the OnlyFans logo and a QR code. It received 350 complaints.

A Red Rooster TV commercial, showing a skateboarder stealing fried chicken from other skateboarders at a skatepark came in second place with 214 complaints.

Mars Wrigley’s TV ad for chewing gum brand Extra, which features two women in a car listening to music and sharing a kiss, copped 126 complaints.

Online adult store Lovehoney’s billboard featuring the phrase “winter chills have never felt so good” received 99 complaints.

Video game company Activision Blizzard’s billboard for M-rated video game, Diablo IV, also didn’t sit well with Australians, due to its phrase “welcome to hell Melbourne”.

It had 44 complaints

This ad featured the phrase "Winter chills have never felt so good". Picture: Lovehoney

The billboard for M-rated video game, Diablo IV, also didn’t sit well with Australians. Picture: Ad Standards Community Panel

While none of the ads in the top five were found in breach of the rules, the Ad Standards Community Panel upheld complaints on more than 70 ads this year.

Another 30 ads were removed or changed by advertisers as soon as Ad Standards made them aware of complaints.

“Australia’s advertising rules are designed to ensure that every ad is a responsible ad, and that all ads align with community standards,” Mr Bean said.

“If anyone thinks that an ad has crossed the line, they should lodge a complaint with Ad Standards. We accept complaints about ads on any medium and a single complaint is all it takes to initiate an investigation.”

The decision about whether an ad is in breach of the industry rules is made by the Ad Standards Community Panel, a group of everyday Australians from a range of backgrounds.