Lamb adverts makes Ad Standards Top 10 most complained about ads of first half of 2016

Posted by AFN Staff Writers on 11th July 2016

Meat and Livestock Australia (MLA) has made the Advertising Standards Bureau’s top ten most complained about ads list for the six months ended 20 June 2016.

The Australian meat industry representative group received three placings in the list, all relating to its ‘Operation Boomerang’ Australian Day campaign which encouraged Australians to eat more lamb.

The advertisement, which made its debut in January 2016, features SBS newsreader, Lee Lin Chin and depicts a recovery effort to bring Australians home from overseas to eat lamb on Australia Day.


All  the complaints related to the advertisement were dismissed.

The free-to-air TV version of the ad came in second place on the list after receiving 376 complaints. The online version came in third with 241 complaints and MLA’s social media version came in fifth with 130 complaints.

Complaints about the advertisement included members of the public saying it was too violent. Other complaints said it was offensive towards vegans and indigenous Australians.

After the Advertising Standard’s Bureau dismissed all of the complaints earlier in 2016, MLA said that it welcomed the news that its ad could stay. Australian Food News contacted MLA regarding its positions in the top ten list but did not receive any comment prior to the publication of this article.

MLA was the only food or beverage related organisation or company to make the top ten list.

The most complained about advertisement for the six months went to Ultra Tune auto services for a total of 418 complaints which were also dismissed.