Complaints about Advertisements
Next time you see an offensive advertisement while you're watching TV or reading a magazine, please do something!
Don't wait till you read about it in SALT SHAKERS! We can't include them all!
PLUS, immediate action is necessary because advertisements often run for a very short time.
We need to contact the company and the Advertising Standards Bureau.
1. Take note of the product name and the company name (if given).
2. Look up the name of the Company in the White Pages or on the internet (Search the web or use an online phone directory).
Phone to get the address of the company and the name of the Managing Director/CEO.
If it is a brand name you can try other means to get the address:
a) Look for the product in a shop - eg: toothpaste at the supermarket. This will give the manufacturer and contact details.
b) Phone a 'distributor' of the product - eg: a company that uses that product - check the Yellow Pages.
c) Phone the Directory Service for the number. Mention that the company may be interstate.
3. Write to the company, expressing your concerns about the advertisement.
This letter can be BRIEF!!! Just a paragraph or two is fine - express your concern AND ask for a response! Click here for letter writing hints.
Send your letter by post OR send a message using the company's email or online contact form.
4. Write to the Advertising Standards Bureau
The Advertising Standards Bureau (ASB) monitors standards in advertisements. They review advertisements based on the actual content of the advertisement.
They are there to HELP US! You can express your concerns about an advertisement but PLEASE be polite and respectful.
Advertising Standards Bureau website - click here.
Details on HOW to make a complaint - click here.
In your complaint, you need to
a) include all your details: name, address, etc.
b) give the details about the advertisement - what is was, name of company and where you saw the ad - PLUS the reasons why you object to the advertisement - eg: sex, nudity, etc.
Click here for the full list of matters covered by the ASB - ethics (portrayal of people etc), advertising to children, products, etc.
This gives the correct wording and matters covered by the ASB. Write your complaint using the terms used and categories covered by the ASB.
Sending your complaint
You can send your complaint by post or an online form:
POST: Write to the Advertising Standards Bureau, Level 2, 97 Northbourne Ave, TURNER, ACT, 2612. Phone (02) 6262 9822.
Click here for contact details for the ASB.
ONLINE: The easiest way to lodge a complaint is by filling in the form on their website:
Click here to go to the ONLINE FORM.
There is a screening process to identify if you can make a valid complaint. Then it goes to the complaint form.
Outcome of complaints dealt with by the ASB
The ASB keeps a full list of Complaints Dealt With.
There are separate lists of Complaints Upheld and Complaints Dismissed (all searchable).
2007 Complaints
In 2007 the Advertising Standards Bureau only received 2602 complaints from the whole of Australia (this is around the average number; though in 2006 they received 4044). Complaints about portrayals of sex, sexuality, and nudity accounted for 37.9% of complaints and complaints about discrimination or vilification accounted for 28.05% of complaints.
Click here for the ASB 'Facts and Figures' document relating to 2007 complaints.
Only 280 of the complaints made in 2007 were upheld - 1730 were dismissed and 577 were outside the charter of the ASB.
Were there REALLY only that 2602 people in Australia concerned about advertisements? Or don't many people register their concern?
Letters to the Company and the Advertising Standards Board are the two most important things to do.
5. ALSO write to the TV station or the magazine/paper that carried the advertisement.
See links to the TV stations on our 'Television' section.
TV Stations are listed in the White Pages - put their phone numbers near your phone so you can ring them when you see a questionable program or advertisement! This is particularly appropriate if you think the advertisement has been screened at an inappropriate TIME.
Phone the station to get the address. Make a verbal complaint while you're on the phone!
6. Tell others about the advertisement
Get them to complain also. When McDonalds ran ads with ouija boards, the phone calls to their office and complaints to their restaurants meant that they soon cancelled the series of advertisements.
PS: Let us know at the office, in case we haven't seen the advertisement. Then we can let our email E-News list know so they can take action straight away. By the time the next Journal is printed the advertisement will probably not be on air!
Swift action is the key to removing offensive advertisements!
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