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Who is complaining? In 2011 the percentage of males and females represented among complainants changed only slightly, with complaints from males up slightly from 29.9 per cent in 2010 to 30.87 per cent in 2011. Complaints from females this year was 68.5 per cent, the second highest since data began to be collected in 1998. The average percentage of female complainants since 1998 is 61.5 per cent female.

Female

Male

Unspecified

Couple

100%

80%

60%

40%

20%

0% 1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

What do people complain about? The portrayal of sex, sexuality and nudity continued to be the dominant issue raised by complainants in 2011. This issue accounted for 32 per cent of complaints, decreasing from 45.2 per cent in 2010 and 40.5 per cent in 2009. The issue of discrimination and vilification accounted for 20.6 per cent of complaints, up just one per cent from 2010. Together these two issues comprised just over 50 per cent of all complaints made in 2011.

AANA Section 2.3 — Sex, sexuality and nudity

AANA Section 2.6 — Health and Safety

13.59%

AANA Section 2.2 — Violence

11.82%

AANA Food and Beverage Code

6.35%

AANA Section 2.5 — Language

6.06%

AANA Section 2.7 / FCAI Code

3.55%

Quick Service Restaurant Resp Childrens Marketing Initiative

1.48%

Other

1.33%

AANA Section 2.4 / Advertising to Children Code

1.33%

AFGC Resp Childrens Marketing Initiative

1.03%

AANA Envoronmental Code

0.74%

In 2011 the proportion of complaints about health and safety issues increased markedly from 9.62 per cent in 2010 to 13.59 per cent. Complaints about violence in advertising also rose noticeably from 9.62 per cent in 2010 to 11.82 per cent in 2011.

QSR food advertising initiatives adding 2.51 per cent to complaints about food advertising.

Complaints relating to food and beverage code issues continued to rise reaching 6.35 per cent from 3.08 per cent in 2010, with the AFGC and

The issue of language saw a rise to 6.06 per cent of all complaints, but did not reach the highest recorded against language – 7.55 per cent in 2006.

64

32.05% 20.68%

AANA Section 2.1 — Discrimination or vilification

0%

5% 10% 15% 20% 25% 30% 35%

Review of Operations 2011

Advertising Standards Bureau - Review of Operations 2011  

The Advertising Standards Bureau (ASB) administers Australia's national system of self‐regulation in relation to both public and competitor...

Advertising Standards Bureau - Review of Operations 2011  

The Advertising Standards Bureau (ASB) administers Australia's national system of self‐regulation in relation to both public and competitor...

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