Australians call out advertisers as complaints jump 10 per cent

Australians lodged more than 3,400 advertising complaints in the first six months of 2026, a 10 per cent increase compared with the same period last year.

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Ad Standards said the rise showed consumers were willing to challenge advertising they considered irresponsible or inconsistent with community expectations. Its research also suggests controversial campaigns can carry a direct cost for brands.

Australians are prepared to reject offending brands

Recent community sentiment research found 52 per cent of Australians had seen advertising they considered offensive or inappropriate during the previous three months. More than eight in 10 Australians, or 84 per cent, believe advertising should reflect community standards and values.

Seven in 10 Australians, or 69 per cent, said they avoid brands that use advertising they consider inappropriate or offensive.

Greg Wallace, executive director of Ad Standards, said the number of complaints reflected the importance Australians placed on the advertising they encountered.

“The volume of complaints received in the first six months of the year shows how much Australians care about the advertising they encounter every day,” Wallace said.

“People expect advertising to be responsible, respectful and consistent with community standards, and they’re prepared to speak up when they believe an ad falls short of those standards.”

Why the findings matter for advertisers

Wallace said brands risk losing consumer trust when their advertising crosses community boundaries.

“For advertisers, that’s an important reminder that community expectations matter. Responsible advertising is far better for business. Advertising that crosses the line can undermine trust, harm brand reputation and drive consumers away,” he said.

Health and safety leads complaint concerns

Between January and June, Ad Standards referred 168 advertisements to its Community Panel for assessment. Of those, 56 were found to have breached one or more advertising rules.

• 72 advertisements were assessed under the health and safety provision of the AANA Code of Ethics.
• 56 advertisements were found to have breached at least one rule.
• 25 advertisements were modified or removed immediately after a complaint.

Health and safety generated the greatest level of concern during the period. Ad Standards said the complaints reflected unease about advertising that depicts unsafe behaviour or normalises risky conduct.

The removal or modification of 25 advertisements before a formal decision also showed some advertisers were responding directly to community feedback.

Regulator turns attention to emerging technology

Ad Standards said its priorities for the remainder of 2026 would include responding to new technology, platforms and marketing practices. The regulator will also continue its research, education and industry engagement programs.

“Advertising is evolving rapidly as new technologies, platforms and marketing practices continue to emerge,” Wallace said.

“Our focus for the remainder of the year is to ensure the system remains responsive, trusted and effective. With ongoing research, education and industry engagement, we can support advertising that is responsible and reflective of the standards Australians expect.”