Latest decisions and news from Ad Standards
No images? Click here
Tropeaka | Breach | AANA Code of Ethics
An influencer’s TikTok post promoting a Tropeaka matcha drink raised concerns that the commercial relationship with the brand wasn’t clearly disclosed. The video was styled as organic content with the influencer sharing her ‘hyper fixation drink’.
The Community Panel found that it was not clear the product was made in collaboration with the influencer, or that both the brand and influencer would benefit from the promotion.
GWM | No breach | FCAI Code
An on-demand TV ad for GWM, showing a dad hurrying to get his child to training, raised concerns that it promoted speeding and dangerous driving, especially with a child in the car.
The Community Panel considered that while the camera work created a sense of urgency, there was no actual speeding depicted in the ad. They also noted that every scene showing a child inside the vehicle was filmed while the car was completely stationary.
Mars Petcare | No breach | AANA Code of Ethics
A Pedigree dog treat ad on YouTube raised concerns about unhygienic behaviour and neglect after it appeared to show a dog licking a child’s face clean.
The Community Panel found the scene to be an exaggerated, light-hearted take on a familiar situation, and considered it unlikely that parents would be encouraged to copy it in real life.
The Aussie Pal | Breach | AANA Code of Ethics
A Facebook ad for The Aussie Pal cooler bag raised concerns after featuring two people riding an e-bike without helmets.
The Community Panel determined that given ongoing public concern around e-bike safety, showing riders without helmets was against community health and safety standards.
Interested in more?
- Carpet Giants – No breach | AANA Code of Ethics
- Mister Zimi – No breach | AANA Code of Ethics
- Burk Fuel – No breach | AANA Code of Ethics
- Sportsbet – No breach | AANA Code of Ethics & AANA Wagering Code
- TJX Australia – No breach | AANA Code of Ethics
Ad Standards’ new Community Sentiment Tracker, conducted by Roy Morgan, provides fresh insights into community attitudes toward advertising and expectations around responsible advertising.
Key findings:
- 88% of Australians agree advertising should reflect community standards and values.
- 37% agree that the advertising they encounter is in line with community standards, while 31% disagree and 32% neither agree nor disagree.
- 67% avoid brands that use offensive or inappropriate advertising (rising to 83% among Australians aged 65+).
- Ads seen on social media (62%) attracted the highest levels of concern.
- Gambling advertising ranks as the leading issue of concern, alongside misleading content and children’s exposure to inappropriate ads.
- Despite mixed levels of sentiment and trust, Australians who believe advertising aligns with community standards are more than twice as likely to trust advertising overall.
Earlier this month we released our 2025 Annual Report, showcasing the work we delivered throughout the year as Australia’s advertising regulator.
Key insights:
- We received 5,256 complaints, a 26% increase from 2024.
- The Ad Standards Community Panel assessed 254 ads, of which 91 were found in breach of one or more advertising codes.
- A further 68 ads were changed or removed prior to Community Panel assessment.
- Advertisers were compliant, removing or modifying ads and taking action where ads breached the codes.
- 43% of ads flagged for Community Panel assessment were seen online or on social media.
Media mentions
- Ad Standards complaints jump 26% (AdNews)
Want fast advice on your ad campaign?
Ad Standards’ advice service provides expert guidance within 48 hours to help make sure your ad is remembered for the right reasons.
The service is efficient, cost-effective, and helps put your next campaign in the best position to avoid possible breaches of the advertising codes including the Code of Ethics, Environmental Claims Code, Food and Beverages Code and the Children’s Advertising Code.
