Australia’s advertising monitoring body has revealed the commercials that most got under our skin during 2024.

Ad Standards received more than 4000 complaints from viewers about advertisements of all kinds this year, saying it “has heard it all”.

After a complaint is made, the Ad Standards Community Panel assesses whether an ad breaches advertising rules, taking in factors such as community standards, the likely audience, and context.

If an ad is found to have breached rules, Ad Standards can direct it be changed or even removed.

In highlights from this year’s top 10:

• KFC claimed top spot with 69 complaints about an ad featuring a woman leaving the bedroom of a younger man, to the surprise of her daughter;
• Rival fast-food chain Red Rooster nabbed second (for the second consecutive year) with an ad showing a skateboarder stealing chicken;
• Two ads in the top 10 were found in breach of the advertising rules: A mobile digital billboard promoting a brothel and a home insurance ad featuring a pool cleaner that comes to life.;
• The remaining eight ads, while receiving complaints, were found to comply with advertising rules.

Without further ado, here is Australia’s 2024 advertising hall of shame ranged from the fewest complaints to the most:

10. Budget Direct – 22 complaints

This TV ad for an insurance company, titled Loch Ness Monster, shows a pool cleaner coming to life after being struck by lightning.

Concerns: Violent and frightening imagery particularly for children.
Decision: Breach

9. Youi – 23 complaints

TV ad for an insurance company features a family discussing shopping for car insurance, comparing it to Aunty Kate’s search for a boyfriend.

Concerns: Discrimination
Decision: No breach

8. Monash IVF – 24 complaints

This TV ad for a fertility treatment provider shows a woman sitting on a toilet crying, with scenes of medical staff assisting patients.

Concerns: Distressing content
Decision: No breach

7. Gotham City – 28 complaints

This mobile billboard ad for a brothel featured images of women in lingerie.

Concerns: Sexual themes, nudity and exploitative imagery.
Decision: Breach

6. Pilot – 35 complaints

TV ad for an erectile dysfunction treatment shows a man and woman discussing a garden hose.

Concerns: Sexual innuendo
Decision: No breach

5. KFC – 41 complaints

TV ad shows a couple having an awkward interaction in bed.

Concerns: Depiction of sexual themes
Decision: No breach

4. Zynga – 44 complaints

TV ad shows a woman playing a casino style game on her mobile.

Concerns: Promotion of gambling
Decision: No breach

3. Rest – 45 complaints

TV ad for a super fund shows a woman holding a disfigured cake followed by a man letting out a high-pitched scream.

Concerns: Distressing sounds, insensitivity and discrimination
Decision: No breach

2. Red Rooster – 55 complaints

TV ad shows a skateboarder stealing chicken at a skate park.

Concerns: Promotion of anti-social behaviour and theft
Decision: No breach

1. KFC – 69 complaints

This TV ad shows a woman exiting the bedroom of a younger man, much to the surprise of her daughter.

Concerns: Depiction of sexual themes
Decision: No breach