Advertising Standards Bureau Review of Operations 2014 - Page 75

What products attracted complaints? The most complained about product category in 2014 was automotive (defined as products associated with motor vehicles, such as tyres, number plates, motor oil) which accounted for 20.5 per cent of all complaints. This is due to a small number of advertisements receiving a high number of complaints. This category was first introduced in 2013, when only 0.37 per cent of complaints were recorded. The percentage of complaints about vehicle advertisements dropped significantly between 2013 (13.92 per cent), to the lowest recorded percentage (3.00 per cent in 2014) since vehicle advertisement complaint data was first collected in 2005. (5.42 per cent in 2013 to 11.41 per cent in 2014. Although still a small percentage, complaints about gambling advertisements rose from 1.32 per cent in 2013 to 3.45 per cent in 2014. Insurance (2.98 per cent), entertainment (2.46 per cent) and travel (2.03 per cent) were the only other product categories to receive more than two percent of complaints. Complaints about professional services increased significantly from 2013 (1.30 per cent) to 2014 (9.02 per cent), with the sex industry (15.40 per cent) and toiletry (11.46 per cent) product categories recording a tripling in percentage of complaints from the previous year. Several product categories received no complaints, including restaurants, office goods and services and employment. Complaint percentages about food and beverage advertising remained at lower levels than in previous years at 7.91 per cent–a large drop from a high of 33.25 per cent in 2007. Since data was first collected in 2005, food and beverages was consistently the most complained about category until 2013 when the first larger drop was recorded. Significant decreases were recorded in several categories including clothing from 8.94 per cent in 2013 to 1.80 per cent in 2014 and lingerie from 7.91 per cent in 2013 to 0.94 per cent in 2014. Prior to 2013 lingerie was recorded under clothing, however due to an increasing number of complaints, lingerie complaints began to be recorded separately. Combining the two categories this year still results in a significantly lower level of complaint about these products—just 2.74 per cent of complaints in total. A third product category to record a significant decrease was alcohol which dropped from 7.84 per cent in 2013 to just 1.30 per cent in 2014. Complaints about community awareness advertisements more than doubled from 0% Review of Operations 2014 5% 10% 15% 20% 25% 73