Blurred lines | Burn notice | Birds and bees | Camp chaos
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Blurred lines
A recent Big W TV ad raised concerns after featuring a child putting up a pixelated middle finger.
The Community Panel found that, despite the blurring, the gesture would be considered by most members of the community to be inappropriate for children to use, even if done in a playful setting.
Breach – AANA Code of Ethics (Language)
Burn notice
A TV ad for The Jerky Co raised concerns for potentially promoting unsafe sun tanning. The ad featured a man sunbathing by a pool, accompanied by a voiceover that says ‘Yep that's Aussie’.
While the Community Panel noted that the scene was light-hearted, it found that linking sunbaking and being ‘Aussie’, might be interpreted as endorsing unhealthy or unsafe behaviour.
Breach – AANA Code of Ethics (Health and safety)
Birds and bees
An ad on Red Rooster’s website for an e-book titled ‘The Birds & the Bees’ raised concerns about inappropriate sexual innuendos.
The Community Panel found the ad was not targeted at children, and that the language and imagery was appropriate for the website’s adult audience.
No breach – AANA Children’s Code and AANA Code of Ethics
Camp chaos
A TV ad for Jayco that included a scene of a motorbike doing a wheelie through a camp site raised concerns about safety.
The Community Panel found that the manoeuvre would be regarded as unsafe by most members of the community.
Breach – AANA Code of Ethics (Health and safety)
Interested in more?
- McDonald’s Australia – No breach | AANA Food & Beverages Code
- The Iconic – No breach | AANA Code of Ethics
- Toyota – Breach | FCAI Code
- DiDi – Breach | AANA Code of Ethics
- Global Shop Direct – Breach | AANA Code of Ethics
- Universal Pictures – No breach | AANA Code of Ethics
AANA invites feedback on the Code of Ethics
The AANA Code of Ethics, which guides responsible advertising in Australia, is under review.
Every five years, the AANA invites public feedback to ensure the Code reflects evolving community standards and aligns with international best practice. It covers key issues like discrimination, sexual appeal, nudity, violence, language, health and safety, and making sure ads are clearly identifiable.
This review is an opportunity for all Australians to help shape the rules behind the ads they see every day.
Read the discussion paper and make a submission by Friday 16 January 2025.
New-look case reports
It's now easier to find the key points in our case reports. We’ve introduced a refreshed design and layout based on feedback from industry and community stakeholders, reflecting our ongoing commitment to transparency, accessibility and clarity.
The new format features concise summaries of key points, updated terminology, clearer explanations, and other improvements.
Media mentions
Want advice on your ad campaign?
Ad Standards can provide expert guidance to help make sure your ad is remembered for the right reasons.
We offer fast and cost-effective advice to help you 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.
