internet ad complaints low, ads get thumbs up

October 27, 2008

Complaints about internet advertising have declined since the Advertising Standards Bureau introduced the medium to its complaints process.

Advertising Standards Bureau Chief Executive Officer, Ms Fiona Jolly said complaints about internet advertising were received regularly, but the number of complaints had declined since the medium was introduced in June 2007.
“According to our complaints management system, the number of internet advertisements complained about between June and December 2007 is double that of the total number for the 2008 year-to-date,” Ms Jolly said.
At its October meeting the Advertising Standards Board dismissed complaints against two internet advertisements out of a total 43 advertisements it considered.

“In both cases the Board carefully considered the advertisements against all appropriate sections of the AANA Code of Ethics and found the advertisements did not breach the code,” Ms Jolly said.

She said the Board dismissed complaints against a Goodman Fielder Ltd (Copperpot Dips) advertisement which portrays animated vegetables in a microwave, as well as complaints against Tartarus Pty Ltd (Hell Pizza) whose website markets its products using themes arising from its name.

“In the case of Tartarus the Board noted that it was not unreasonable for an advertiser to use the name of the company to create marketing for its products.”

“The Board also found that the depiction of a tomato and an onion in the Goodman Fielder advertisement were in a very unrealistic cartoon style and in no way breached the health and safety section of the AANA Code of Ethics,” Ms Jolly said.

She said the ASB has received complaints about 37 internet advertisements since June 2007. In 2008 only 12 internet advertisements have been the subject of complaints. Overall, more than 420 advertisements have been the subject of complaints this year.

The Advertising Standards Bureau takes complaints about advertisement across a wide range of mediums including television, radio, internet, outdoor and print.

All advertisers have responded to the determinations made by the Board at its October meeting and, if complaints were upheld, have removed or discontinued their ads. More information about the complaints process and a full list of the advertisements considered can be viewed on the ASB website: www.adstandards.com.au under ‘Case Reports’.

Media Release - Advertising Standards Bureau 28th Oct 2008