In 2013, the ASA received 792 complaints levelled at 598 advertisements that Kiwis found offensive, misleading or irresponsible. 313 of these complaints were found to have no grounds to proceed while 285 were were referred to the Complaints Board. In total 60 percent of the ads that reached the Complaints Board were either settled or upheld. Here’s a rundown of the 10 ads that angered the highest number of Kiwis last year.
A complaint levelled at a Hellers TVC that features comedian Leigh Hart barbecuing on the back of a moving ute has been upheld by the ASA for not abiding by the New Zealand Road Code. In the ad, Hart, who has been the face of the Hellers since 2006, gives another one of the ludicrous barbecuing tips that have have typified the ‘Hellers BBQ masters’ campaign.
Tampons are difficult to advertise without offending some people. The Advertising Standards Authority’s 2012 annual report shows two feminine hygiene products in its top ten most complained about ads list for last year.
Fonterra has been under the pump in recent times due to the steadily rising price of dairy products. But a complainant recently took aim at some of the language used on its website to promote the goodness of dairy. And not even new ambassador Richie McCaw could stop the Advertising Standards Authority from upholding two of the five complaints.
The ASA’s annual report for 2010 is out and the always interesting top ten most complained about ads of the year has been released, with the Erotica Expo billboard, ASB’s IVF ad and a Durex condoms outdoor campaign taking the medals.
The results for the most complained about ads in 2009 have been released by the Advertising Standards Authority. And the lucky winners are…