Drag queen ad wins 'most complained about' crown

The Advertising Standards Authority annual report released today reveals an ad by Libra generated 53 complaints.

A tampon commercial featuring a drag queen was the most complained about advert last year.  

The Advertising Standards Authority annual report released today revealed an ad by Libra generated 53 complaints.

The ad featured a woman and a drag queen preening themselves in a competitive nature. The woman then took out her tampons and smiled – after which the drag queen walked off as she could not compete.

Complainants felt the ad was discriminating and advocated transphobia. Libra removed some versions of the ads and the complaint was settled.

ASA chief executive Hilary Souter says the ad also drew many complaints in Australia, where it was at No 5 on the list.

Close behind in New Zealand with 52 complaints realting to safety was Kiwibank’s 10th anniversary ad showing a child jumping off a rock. The complaints were upheld.

Tui’s Kim Dotcom billboard also racked up enough complaints to make the top 10, as did Saatchi and Saatchi’s Toyato ad spot about a cat which intentionally harms itself. 

The  industry watchdog received 1076 formal complaints about 693 advertisements during the year, below the 1197 complaints about 759 ads in 2011. 

"We can assume the industry is taking more care in its advertising and our education efforts are working," Ms Souter says. 

vyoung@nbr.co.nz