Big W has emerged as the only apparel retailer to feature in Ad Standards’ list of the ten most-complained-about advertisements of 2025.
Ad Standards, the national advertising regulator, reviewed more than 230 advertisements through its Community Panel this year, fielding close to 5,000 complaints from the public. The top 10 list highlights ads that triggered a spike in concern – ranging from zombie imagery to uncomfortable everyday moments and inappropriate gestures.
While automotive and FMCG brands dominated the list, BIG W stood out as the sole apparel retailer to make the cut, following complaints about a television advertisement depicting a pixelated middle-finger gesture by a child during a school holidays scene.
The ad, designed to reflect the “chaotic and less-than-perfect” reality of family life, attracted complaints on the grounds of inappropriate non-verbal language by a child. Although fleeting and pixelated, the Ad Standards Community Panel found the scene breached Section 2.5 of the AANA Code of Ethics, which requires language – including non-verbal representations – to be appropriate for the audience and medium.
In its assessment, the Panel acknowledged the broader context of the ad, which sympathised with parents managing noisy or misbehaving children. However, it concluded that the gesture “left little to the imagination” and would be considered inappropriate by prevailing community standards, particularly given the higher sensitivity around children using such language.
BIG W responded by confirming the advertisement had already been discontinued or removed across all channels.
Elsewhere on the list, Kia attracted the highest volume of complaints for its ‘zombie-proof’ EV campaign, with concerns centred on imagery that some viewers feared could frighten children. While most executions were cleared, one ad breached motor vehicle advertising rules for depicting a remote parking assist feature in a way likely to contravene road rules.
A Dettol hand sanitiser ad also drew significant reaction for scenes some viewers labelled “gross” or “sickening”, though it was ultimately found to comply with advertising codes.
Ad Standards executive director Greg Wallace said the volume and nature of complaints reflected evolving community expectations.
“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,” Wallace said. “While shock tactics may seem appealing creatively, they can quickly backfire.”
According to Ad Standards, the most complained-about issues in 2025 were sex and nudity, followed by violence, health and safety, and ads perceived as tasteless or overly provocative – a cautionary signal for brands navigating mass-market audiences.
For apparel retailers in particular, BIG W’s inclusion serves as a reminder that family-focused storytelling, while relatable, is increasingly scrutinised through the lens of community standards and broad audience expectations.