Australia’s advertising regulator, Ad Standards, has revealed the 10 commercials that triggered a spike in public complaints this year.
Among the more than 230 ads assessed by the community panel, a series of ads featuring Kia’s ‘zombie-proof’ EVs drew the most attention.
Most concerns centred on the use of zombies, with many of the 86 complainants worried the imagery could frighten children.
While the panel decided the ads weren’t overly scary, it found one ad had depicted a remote parking assist feature in a way likely to contravene road rules.
A Dettol hand sanitiser ad, which featured a child picking their nose, was described by some complaints as ‘gross’ and ‘sickening’.
However, the community panel found the ad complied with the advertising rules and did not encourage behaviour that was unhealthy or unsafe.
Meanwhile, it appears we’re back in the 1950s, a time when using the anatomically correct word, vagina, was unsavoury. Caruso’s Natural Health received more than 60 complaints about its ad promoting a vaginal health probiotic.
The issue? Inappropriate language.
Executive director Greg Wallace said that Ad Standards received almost 5,000 complaints this year.
“Australians care deeply about the advertising they see and hear every day and aren’t afraid to speak up if they think a brand has overstepped,” he said.
“We take that feedback seriously and work closely with industry to support responsible advertising.”
The big issues
The issues that attracted the most complaints in 2025 were sex and nudity, followed by violence, then health and safety.
Ad Standards also heard from many Australians who were put off by ads they considered tasteless, gross or relied too heavily on shock value.
“This year we saw a number of complaints from people who were turned off by ads they felt crossed the line on taste,” Wallace added.
“While shock tactics may seem appealing from a creative standpoint, they can quickly backfire. Australians respond far more positively to advertising that’s clever and creative rather than deliberately provocative.”
Decisions on complaints are made by the Ad Standards Community Panel, a diverse group of Australians representing a wide range of backgrounds, experiences and perspectives.
Top 10 cases
1. Kia Australia – 86 complaints
This series of TV ads show Kia’s range of ‘zombie proof’ electric vehicles.
Concerns: Frightening imagery, road safety.
Decision: Breach (motor vehicle advertising rules)
2. Dettol – 70 complaints
This TV ad for hand sanitiser includes a scene showing a boy picking his nose and wiping his finger across a tablet.
Concerns: Depicting unhygienic behaviour.
Decision: No breach
3. Caruso’s Natural Health – 67 complaints
This TV ad promotes a vaginal health probiotic.
Concerns: Discrimination, inappropriate language.
Decision: No breach
4. Youi – 65 complaints
This TV ad features a family discussing shopping for car insurance, comparing it to Aunty Kate’s search for a boyfriend.
Concerns: Discrimination.
Decision: No breach
5. Big W – 37 complaints
This TV ad about school holidays shows a child putting up a blurred out middle finger.
Concerns: Inappropriate gesture.
Decision: Breach (Language)
6. Red Rooster – 34 complaints
This TV ad shows a skateboarder stealing a chicken at a skate park.
Concerns: Anti-social behaviour, theft.
Decision: No breach
7. Pilot – 32 complaints
This TV ad for an erectile dysfunction treatment shows people discussing a garden hose.
Concerns: Sexual innuendo.
Decision: No breach
8. Rexona- 31 complaints
This TV ad shows close-up shots of body parts with labels like ‘bums’ and ‘balls’. Concerns: Inappropriate language, sex and nudity.
Decision: No breach
9. Bankwest – 27 complaints
This TV ad shows a woman making a ‘power move’ by using a coworker’s cup.
Concerns: Workplace bullying.
Decision: No breach
10. Westpac – 25 complaints
This TV ad shows a man feeding his dog ice-cream.
Concerns: Animal mistreatment.
Decision: No breach