TV personality Lee Lin Chin stars in one of the most complained about ads for 2016.
TV personality Lee Lin Chin stars in one of the most complained about ads for 2016. Contributed

Not F***ing fun at all: 10 most complained about ads

IF YOU'RE not into rubber or lamb, you may agree with this list of most complained about ads.

The Advertising Standards Bureau has released their list that have received the most negative feedback.

"What we can see from this list is that the community is concerned about discrimination across a range of categories, including gender, race and lifestyle choices," ASB Chief Executive Officer, Ms Fiona Jolly said.

Ms Jolly said in 2016 two big campaigns, which were broadcast over a variety of media, were the recipients of larger numbers of complaints. This resulted in two advertisers taking up six of the spots in the top 10 list.

In 2016, only three of the ten most complained about advertisements were upheld - meaning they were found to breach the AANA Code of Ethics and had to be removed or modified.

The ASB received more than 5000 complaints about advertisements in 2016, over a third of which (1,941 complaints) were for advertisements in the list of 10 most complained about.  

1. Ultra Tune Australia - TV - free to air

Two women in skin tight outfits dancing with the tagline 'we're into rubber'.

The complaint was dismissed.

2. Meat & Livestock Australia Ltd - TV - free to air

Newsreader Lee Lin Chin gives the instruction to commence 'Operation Boomerang' - a mission to rescue Australians from various countries so that they will be able to eat lamb on Australia Day.

The complaint was dismissed.

3. BCF - TV - free to air

Advertisement promoting boating camping and fishing gear which used the phrase 'BCFing fun'.

The complaint was dismissed.

4. Meat & Livestock Australia Ltd - Internet

This is the same ad as Number 2 on a different medium.

This complaint was dismissed.

5. Ultra Tune Australia - TV - free to air

The second of this company's ads where two women are in a car which breaks down on train tracks.

This complaint was upheld

6. Meat & Livestock Australia Ltd - Internet - Social - Other

This is the same ad as Number 2 on a different medium.

This complaint was dismissed

7. Ultra Tune Australia - TV - free to air

Lucky third ad that received a great number of complaints. Two women are in a car which goes off a cliff after being put into the wrong gear.

This complaint was dismissed

8. Roadshow Film Distributors Pty Ltd - TV - free to air

Advertising for upcoming horror movie.

This complaint was upheld

9. Medibank Private Ltd - TV - free to air

Showed different family groups and highlighted that their product would be good for all of them.

This issue was dismissed

10. Honey Birdette - Poster

Window poster showing woman from behind in revealing underwear.

This issue was upheld



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