Australia's regulator has identified the most complained-about ads for 2025, with many of them pushing boundaries and sparking outrage. The Kia carmaker's "zombie-proof" electric vehicle ad topped the list with 86 complaints, with many parents expressing concern that it could frighten children during prime-time broadcasts.
The ad in question showed cars driving through a zombie-infested neighbourhood, leaving some viewers to wonder if Melbourne's residents had been reduced to undead creatures. One viewer took to social media to express their disgust, stating "My belief is that this advertisement portrays the people of Melbourne as ZOMBIES."
Another company, Disinfection brand Dettol, drew significant complaints with an ad featuring a young boy picking his nose. However, the Ad Standards executive director, Greg Wallace, explained that while some ads may be considered tasteless or off-putting, breaching Australian advertising standards is not necessarily about pushing boundaries.
Wallace highlighted that Australians generally appreciate good advertising with a degree of humour that is well-executed within creative contexts. However, when advertisers push the limits and disregard these guidelines, their work often falls flat in the public eye.
A total of 5,000 complaints were made to Australia's regulator after reviewing over 230 commercials, with sex and nudity, violence, and health and safety concerns drawing the most reactions among viewers. Concerns about tastelessness, particularly when it comes to children, have also been on the rise.
In a bid to balance creativity with responsibility, Wallace stressed that "the best ad is a responsible ad."
The ad in question showed cars driving through a zombie-infested neighbourhood, leaving some viewers to wonder if Melbourne's residents had been reduced to undead creatures. One viewer took to social media to express their disgust, stating "My belief is that this advertisement portrays the people of Melbourne as ZOMBIES."
Another company, Disinfection brand Dettol, drew significant complaints with an ad featuring a young boy picking his nose. However, the Ad Standards executive director, Greg Wallace, explained that while some ads may be considered tasteless or off-putting, breaching Australian advertising standards is not necessarily about pushing boundaries.
Wallace highlighted that Australians generally appreciate good advertising with a degree of humour that is well-executed within creative contexts. However, when advertisers push the limits and disregard these guidelines, their work often falls flat in the public eye.
A total of 5,000 complaints were made to Australia's regulator after reviewing over 230 commercials, with sex and nudity, violence, and health and safety concerns drawing the most reactions among viewers. Concerns about tastelessness, particularly when it comes to children, have also been on the rise.
In a bid to balance creativity with responsibility, Wallace stressed that "the best ad is a responsible ad."
50k kids watching prime-time TV and you're gonna freak 'em out with undead Melbourne residents? 
That's just creepy. And what's up with Dettol's nose-picking kid ad, like who thought that was a good idea 
. Advertisers gotta know their audience. I'm all for some humor in ads, but sometimes you just have to draw the line. The 5k complaints are crazy, though... like 230 commercials and people had so much to say 
. I guess it's good that the regulator is taking these complaints seriously tho 
. Maybe next year Kia will come up with something less... undead 
I mean, come on, it's just advertising, right? A bit of fun with some undead folks... what's the big deal? Kids are watching cartoons and playing violent video games, can't they handle a few zombies on screen? 
My grandma used to watch I Love Lucy in black and white when she was a kid and that show was super risqué back then. Advertisers need to stop worrying about what everyone's gonna think and just put out some decent ads with a bit of pizzazz! 
and who lets their kids watch that stuff?! 
Dettol's nose-picking ad is gross too, but at least it's not trying to traumatize kids like that Kia ad is 
️
As for the 5k complaints, yeah some of those advertisers need to get their act together and learn what's acceptable. It's all about balance, I guess... 
"the best ad is a responsible ad" - I couldn't agree more! 
and for what? some creepy zombie scene 
. This Kia zombie car thingy was kinda intense 
. But at the same time, I get what they're trying to say - ads should be a little cheeky sometimes 
. As long as they don't cross that line and are just not too tasteless or disturbing, I think they can work. 5k complaints is pretty wild tho 
?
What's going on here? Are people just too sensitive all of a sudden? 
I guess it's good that the regulators are looking out for us and trying to make sure ads aren't too crazy or off-putting. But still, can't we just have some fun with our ads without causing a stir? 
. I mean, who expects to see zombie cars driving around in prime-time broadcasts? 
. Come on! 
some ppl just cant handle a little creative freedom... anyway, it's pretty interesting that Dettol got slammed for an ad about a kid picking his nose 
like, come on fam, get over yourself. and yeah, 5k complaints is wild for just ads. maybe its time to redefine what "good" advertising looks like 
Come on, that's not funny, that's creepy. And that kid picking his nose in the Dettol ad? 
my kid would freak out if he saw that ad on telly and I'd be like "dad's being too sensitive" 
but seriously, what's next? a commercial for a new toothpaste featuring a kid with a mouthful of cavities? 