Australians lodged around 5,000 formal complaints about adverts in 2025 – proving, once again, that nothing unites the nation quite like telling someone in authority that we didn’t like what we saw on TV. And the ad that ruffled the most feathers? Not a risqué perfume ad or yet another insurance jingle… but zombies.
After reviewing hundreds of commercials, Australia’s advertising regulator has revealed the top 10 most complained-about ads of the year. Out of 230 contenders, Kia’s series of “zombie-proof” EV commercials took out the top spot – not for jump scares, but for something far more down-to-earth.
Most of the 86 complaints worried the undead might spook the kids, and while the Ad Standards Community Panel ruled the ads weren’t “overly scary or graphic”, it turned out the real issue wasn’t the zombies at all. Instead, the panel found the commercials depicted a remote parking assist feature that would break motor vehicle advertising rules. Hardly apocalyptic, but a rule is a rule.
Some viewers declared the ad “completely inappropriate”, with a few even saying the zombies “offended” them.
Meanwhile, over on YouTube – a parallel universe if ever there was one – the reaction was glowing.
“This is the first commercial I have enjoyed in decades,” wrote one person.
“Best commercial in a long time,” another said.
“This is by far the best commercial I’ve seen in a long time,” a third added. “Congrats to the geniuses who came up with the idea.”
In second place, a Dettol ad also caused a stir thanks to “somewhat uncomfortable moments”, such as a child picking their nose – a scene that will resonate with any parent or grandparent who has ever said, “Use a tissue, darling.”
Complaints called it “gross” and “sickening”, but the panel found the ad complied with all rules and didn’t encourage anything “unhealthy or unsafe”. Just everyday reality, really.
Across the year, most complaints were sparked by sex and nudity, followed by violence, then health and safety. And, in true Aussie fashion, plenty of people also voiced strong feelings about ads they deemed “tasteless, gross or relied too heavily on shock value”.
Executive Director Greg Wallace said Ad Standards takes public feedback seriously.
“Australians care deeply about the advertising they see and hear every day and aren’t afraid to speak up if they think a brand has overstepped,” he said.
“We take that feedback seriously and work closely with industry to support responsible advertising.”
He added, “This year we saw a number of complaints from people who were turned off by ads they felt crossed the line on taste. While shock tactics may seem appealing from a creative standpoint, they can quickly backfire. Australians respond far more positively to advertising that’s clever and creative rather than deliberately provocative.”
And if the year’s results prove anything, it’s this: Australians will tolerate many things – but not zombies parking illegally, and certainly not a kid picking their nose in HD.
Which ads topped Australia’s complaint list in 2025?
Here’s a rundown of the 10 commercials that sparked the most viewer backlash this year:
Kia Australia – 86 complaints
Kia’s campaign for its “zombie-proof” EVs drew the highest number of objections, with some viewers saying the undead theme was a little too spooky for comfort.
Dettol – 70 complaints
This spot showed a young boy mining for gold in his nose and wiping it across his tablet – a moment that plenty of Australians felt encouraged questionable hygiene.
Caruso’s Natural Health – 67 complaints
A commercial for a vaginal health probiotic raised eyebrows due to what complainants described as inappropriate wording.
Youi – 65 complaints
The insurer’s ad comparing car-insurance shopping to Aunty Kate’s boyfriend hunt ruffled feathers, with one viewer responding, “Stop shaming women.”
Big W – 37 complaints
A pixelated middle finger from a child put this ad on the list, with the gesture deemed unsuitable nonverbal behaviour for a young performer.
Red Rooster – 34 complaints
This commercial showed a skateboarder pinching a roast chicken from a skate park — a storyline some felt encouraged anti-social antics.
Pilot – 32 complaints
The erectile dysfunction ad featuring a garden hose as visual metaphor generated complaints largely centred on the cheeky innuendo.
Rexona – 31 complaints
Close-ups of body parts labelled “bums” and “balls” didn’t breach rules, but several viewers believed the language edged too close to inappropriate territory.
Bankwest – 27 complaints
A woman asserting dominance by using a colleague’s mug led to concerns that the ad normalised workplace bullying.
Westpac – 25 complaints
A man sharing his ice cream with his dog made it into the top 10 after some viewers argued it amounted to “animal mistreatment”.
Images: YouTube