Latest decisions and news from Ad Standards
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Trivago | No breach | AANA Code of Ethics
A Trivago TV ad featuring a group of men covered in sand at the beach raised concerns that it depicted unsafe behaviour.
The Community Panel acknowledged the genuine safety risks associated with digging deep holes or tunnels in sand. However, it found that the ad clearly showed the men lying on the surface with only a light covering of sand and able to move freely. The Panel considered that the action depicted didn’t present a safety risk, and that even if copied, it was unlikely to result in harm.
Bolt Bikes | Breach | AANA Code of Ethics
We're receiving a number of complaints lately concerning e-bike safety in advertising. A Bolt Bikes Facebook ad for a kids e-bike raised concerns that it encouraged dangerous behaviour after it showed children riding high-powered electric bikes on public roads and shared paths.
The Community Panel noted that motor-only vehicles above 250W are regulated in several Australian states. As the advertised bikes were 750W and did not have pedals, they wouldn’t be permitted on public roads, and showing children riding them in these settings fell short of community safety expectations.
The advertiser has since removed and discontinued the Facebook ad.
The Lott | Breach | AANA Code of Ethics
An ad for The Lott on TikTok raised concerns that it promoted gambling as a solution to financial stress. The ad showed a woman appearing discouraged before winning a lottery ticket, after which she tells viewers to, “just live your best life”.
The Community Panel found that the ad suggested the woman’s circumstances improved as a result of playing the lottery and winning money, and that it presented gambling as a way to overcome financial or personal difficulties.
The advertiser removed and discontinued the ad.
Paramount | Breach | AANA Code of Ethics
An on-demand TV ad for the movie ‘Passenger’ raised concerns that its violent and menacing scenes were unsuitable for a broad audience, particularly after it appeared during PG-rated programs.
The Community Panel acknowledged that the advertiser had applied 18+ targeting measures, but noted that many families watch on-demand content while logged into a parent’s profile. The Panel found that the level of violence depicted in the trailer was not appropriate for a broad audience that may include children.
The campaign has now concluded.
Interested in more?
- TikTok – No breach | AANA Children’s Code
- Kookaï – No breach | AANA Code of Ethics
- Copymind – Breach | AANA Code of Ethics
- Gucci – No breach | AANA Code of Ethics
- Flightrisk – Breach | AANA Code of Ethics
Ad Standards Executive Director Greg Wallace attended the annual meetings of the International Council of Advertising Self-Regulation (ICAS) in May, alongside meetings of the ICAS Global Think Tank and the European Advertising Standards Authority (EASA).
“The ICAS meetings provide a valuable opportunity for self-regulatory organisations from around the world to share insights, discuss emerging issues, and learn from one another. Many regulators are experiencing similar issues. Conversations on trust in advertising, evolving community standards, and the growing influence of technology and AI highlighted both the opportunities and challenges facing our industry. These discussions help inform and strengthen our work in Australia, and support the continued effectiveness of advertising self-regulation”, said Greg Wallace.
The event also marked the 10th anniversary of ICAS, of which Ad Standards is proud to be a founding member.
Our latest wave of community sentiment research, conducted by Roy Morgan, provides insights into community perceptions and expectations around AI in advertising.
Key insights:
- 64% of Australians hold negative sentiment towards AI-generated content in advertising.
- 72% of Australians are concerned about the use of AI‑generated content, particularly the risk of misleading or unrealistic advertising.
- 58% believe AI is used often or very often in advertising, yet confidence in identifying AI‑generated content is low (44% lack confidence in identifying when AI-generated content has been used).
- 64% believe AI‑generated content should always be disclosed.
The findings reinforce the importance of responsibility, transparency and accountability as advertising technology evolves.
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