Unfortunately our previous email contained an error. We would like to confirm that the complaint about the McDonalds "Everyone's a coffee critic" ad was dismissed and it was not in breach of the code. 

Don't let the burger bite

A TV ad that showed a burger turning into a monster has raised concerns about violence.

The Community Panel acknowledged that the abrupt change of tone in the ad may have been alarming to some viewers however the ‘jump scare’ effect doesn’t constitute violence. The complaint was dismissed.

Dismissed - AANA Code of Ethics (Violence)

A knocker shocker?

A print ad warning people with breast implants to avoid a ‘knocker shocker’ attracted complaints from people concerned that it was crude and distasteful.

The Community Panel found the ad to be highlighting an important medical issue, and the term ‘knocker shocker’ was acceptable wordplay designed to gain attention. The complaint was dismissed.

Dismissed - AANA Code of Ethics (Discrimination or Vilification, Exploitative or Degrading)

No caffeinated kids here

A TV ad for McDonalds featuring the phrase "Everyone's a coffee critic" attracted complaints for showing a toddler in a pram drinking from a takeaway coffee cup.

The Panel acknowledged that while it is unfortunate that the voice-over to the ad says the word ‘coffee’ while showing a young child drinking from a cup, most Australians would be familiar with the concept of a babyccino, and the ad was not showing a child drinking coffee.

Dismissed - AANA Code of Ethics (Health and Safety)

Hungry for more? Check out these recently published decisions

• Joyread - Upheld |Violence
• Cardamone Real Estate - Dismissed| Discrimination or Vilification
• DoorDash - Dismissed | Health and Safety
• Ferrero Australia - Dismissed | Health and Safety, Must not target children
• Arrotex Pharmaceuticals - Dismissed | Discrimination or Vilification

Find all the latest decisions at adstandards.com.au/cases

AANA strengthens Children’s Advertising Code

The AANA Code for Advertising & Marketing Communications to Children is being updated to include strong new rules for advertising to children.

The new rules include placing a clear ban on directing advertising of hazardous products to children (e.g. vapes and highly caffeinated drinks). It also prohibits the encouragement of unsafe practices (e.g. bullying and the promotion of unhealthy body image to children). The Code will also now cover influencers or ‘kidfluencers’ who advertise directly to children and any ad content that is directed at children must be immediately clear. The new Code will be effective as of 1 December 2023.

Complaints about political advertising

While the advertising codes we administer cover a wide range of issues of concern to the Australian community, there are some that fall outside our jurisdiction – including ads that deal with political or public policy issues.