Advertising Standards Bureau Review of Operations 2014 - Page 72

Who is complaining? In 2014 females were more likely to complain than males, with 63.84 per cent of complaints coming from females. This is consistent with 2013. Although complaints from males (35.71 per cent) dropped by almost three per cent from the previous year this percentage is still significantly higher than the lowest percentage in 2010 in which only 29.90 per cent of complaints were from males. 35.71% 63.84% 0.19% 0.26% Unspecified What do people complain about? For the first time since statistics have been kept, the category of “Other” received the second highest percentage of complaints at 16.61 per cent. This was the result the “ick” factor in a small number of advertisements which received a high number of complaints. FCAI motor vehicle complaints decreased from a high of 4.35 per cent in 2013 to 1.25 per cent in 2014. Complaints about food advertising including the food and beverage code and the AFGC RCM and QSR Initiatives represented 0.9 per cent of complaints. AANA Section 2.1 - Discrimination or vilification Similar to previous years, in 2014 discrimination and vilification was the most complained about issue, accounting for 27.61 per cent of complaints. Sex, sexuality and nudity came in third highest with 14.27 per cent. Complaints about violence dropped from 16.1 per cent in 2013 to 12.13 per cent, which is still significantly higher than the low of 5.9 per cent in 2012. Complaints concerning exploitative and degrading issues rose to 11.51 per cent from 8.31 per cent in 2013. This year’s percentage is lower than 2012 when 13.98 per cent of complaints raised the issue (the year statistics were first recorded separately about exploitative and degrading images). Issues declining in complaint activity in 2014 included health and safety, from 15.6 per cent in 2013 to 9.38 per cent in 2014 and language, 7.07 per cent in 2013 down to 5.23 per cent in 2014. Other AANA Section 2.4 - Sex, sexuality and nudity AANA Section 2.3 - Violence AANA Section 2.2 - Exploitative and Degrading AANA Section 2.6 - Health and Safety AANA Section 2.5 - Language AANA Food and Beverage Code FCAI Code AANA Advertising to Children Code AFGC Resp Childrens Marketing Initiative Quick Service Restaurant Resp Childrens Marketing Initiative AANA Environmental Code 0% 70 5% 10% 15% 20% 25% 30% Advertising Standards Bureau