WC Savage's billboard for an adult content creator featuring a woman in a bikini has topped the Ad Standards list of most complained about ads in 2023, leading a list that also includes Red Rooster, Mars Wrigley chewing gum, Lovehoney sex toys and the Diablo IV game.

The Australian advertising industry's self-regulatory body reported a 25% increase in complaints in 2023, according to Executive Director, Richard Bean. The organisation received over 3500 complaints and investigated more than 250 ads raising issues under the advertising industry codes. The primary issues of concern were sexual appeal, violence, and behaviour contrary to community health and safety standards.

The most complained about ad was a WC Savage billboard promoting an adult content creator that featured a woman in a bikini with an OnlyFans logo plus QR code. The ad attracted 350 complaints. In second place was Red Rooster's TV ad featuring a skateboarder stealing chicken from other skateboarder in a park. The ad received 214 complaints.

Mars Wrigley took third spot for a gum TV ad showing two women in a car, listening to music and giving each other a kiss, garnering 126 complaints. In fourth place was Lovehoney's billboard featuring the phrase, 'Winter chills have never felt so good' and including an image of a hand holding a sex toy. which received 99 complaints. Rounding out the top five was Activision Blizzard's billboard for the M-rated Diablo IV game featuring a picture of a demo and the phrase, 'welcome to hell'. The ad received 44 complaints.

Despite the high volume of complaints, none of the ads in the top five were found in breach of the rules. However, the Ad Standards Community Panel upheld complaints about more than 70 ads this year. An additional 30 ads were removed or changed by advertisers as soon as Ad Standards made them aware of the complaints.

Bean emphasised the community's growing vigilance in holding businesses accountable for their ads.

"We’ve seen a 25 per cent increase in complaints this year, demonstrating the community’s enthusiasm for holding businesses accountable for their ads," he said. "Advertisers need to make sure their ads align with evolving community standards around the use of sexual imagery and violence, with these issues generating more than half of this year’s complaints."