Political advertising continues to draw sharp public reaction, despite falling outside the jurisdiction of Ad Standards, according to chair Gillian Franklin.
Throughout the recent Federal Election campaign, the regulatory body received more than 1,000 complaints in just a matter of weeks, many targeting Clive Palmer’s ‘Trumpet of Patriots’ campaign.
For contrast, Ad Standards received 4,100 total complaints throughout all of 2024.
“We can’t take action on political advertising, but those complaints help strengthen our regulatory system,” Franklin told the AANA’s Reset for Growth conference.
Franklin said the most significant concerns in advertising tend to cluster around current cultural flashpoints and noted Prime Minister Anthony Albanese’s public pledge to find ways to block such political campaigns in the future, should Labor win the next election.
Meaning there could be a shift coming for political advertising, should it be brought under the purview of Ad Standards before the next election cycle.
However, Australians are more liberal about what ads they consider acceptable outside of the political space, depending on some key factors, Franklin said.
“People care about what is being shown and to whom,” she said.
Many of the 4,000+ complaints received in 2024 focused on issues like sex, nudity, and gambling, now the leading area of concern among Australian consumers.
By contrast, language complaints have dropped from the top five. Demonstrating the shifting nature of what Australians will accept in advertising. Shaped by social values, context and audience.
“Terms like ‘bloody’ and ‘crap’, which were once considered unacceptable, are today commonplace and benign,” said Franklin.
“Where Australia draws the line changes over time. The line depends on the environment where it exists.
“Tone and intention matter. The channel, audience age, and whether children are likely to be exposed, all influence what’s acceptable.”
She cited research showing that 75 per cent of Australians now find the word “bugger” acceptable, referencing a once-controversial Toyota campaign that was recently revived with minimal backlash.
Meanwhile, food and beverage ads accounted for 17% of complaints, dropping to 13th overall.
Out-of-home and free-to-air channels have remained consistent in expectations, while digital platforms are offering more flexibility.
Ad Standards research also shows 75 per cent of Australians believe advertising should reflect community standards, and 90 per cent believe Ad Standards plays a crucial role in achieving that goal.
“Ultimately, it (complaints) isn’t about hand-wringing. It's Australians communicating back with you (the advertiser),” said Franklin.
“The line isn’t static. It’s dynamic, it shifts, it moves. It comes down to the where, the who, and the how," said Franklin.
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