Advertising Standards Bureau - Review of Operations 2013

What do people complain about? The issue of sex, sexuality and nudity was the most dominant issue raised by complainants in 2013 attracting 23.2 per cent of the complaints. This is a change from the previous year where discrimination and vilification was the most complained about issue. Discrimination and vilification was the secondmost complained about issue attracting 18.1 per cent of complaints, down from 28.5 per cent in 2012, in 2011 discrimination was also the second-most complained about issue with 20.7 per cent, which points to a short-term increase in complaints in this area in 2012 due to four advertisements which were in that year’s 10 most complained about category. Complaints about violence almost tripled from 5.9 per cent in 2012 to 16.1 per cent in 2013 and were at the highest they have been since 2008 when they represented 17.7 per cent of complaints. This increase is due to three advertisements which received a higher number of complaints. Complaints concerning health and safety also increased, from 9.5 per cent in 2012 to 15.6 per cent in 2013. This is the highest recorded percentage of complaints regarding health and safety to have been recorded since statistics were recorded in 2005. This increase is due to a higher rate of complaints about safety issues relating to vehicle advertising. Issues declining in complaint in 2013 included objectification (8.3 per cent in 2013, down from 14 per cent in 2012) and language (7.1 per cent in 2013, down from 12.2 per cent in 2012). FCAI Motor vehicle complaints increased from 1.9 per cent in 2012 to 4.4 per cent in 2013. Complaints about food advertising including the food and beverage code and the AFGC and QSR food advertising initiative represented 1.7 per cent of complaints. AANA Section 2.4 - Sex, sexuality and nudity AANA Section 2.1 - Discrimination or viliﬁcation AANA Section 2.3 - Violence AANA Section 2.6 - Health and Safety AANA Section 2.2 - Exploitative and Degrading AANA Section 2.5 - Language Other FCAI Code AANA Food and Beverage Code AFGC Resp Childrens Marketing Initiative Quick Service Restaurant Resp Childrens Marketing Initiative AANA Environmental Code AANA Advertising to Children Code 0% Review of Operations 2013 5% 10% 15% 20% 25% 69

Advertising Standards Bureau - Review of Operations 2013 | Page 71