From bad grammar, to the death of possums and concerns that a dad who doesn’t cook has been stereo-typed, some members of the public don’t shy away from complaining about the ads they see on their screens.
As KFC pulls its controversial cyberhack ad, we look back at some of the more bizarre complaints about advertising down the years.
‘Appalling’ and ‘offensive’ commercials prompt passionate complaints – Watch on TVNZ+
KFC’s advertisement featuring a masked Colonel-Sanders-style “hacker” prompted 65 complaints to the Advertising Standards Authority (ASA), making it one of the one of the most complained about of the year.
It was accused of glorifying cybercrime, frightening kids and confusing some viewers into believing their devices had actually been tapped into. But, as KFC ultimately pulled the campaign before the ASA advanced its investigation, the authority’s chair ruled the complaint was “settled”.
Still, its removal reignited debate about what crosses the line in Kiwi advertising and, if past rulings are anything to go by, some viewers find offence in places you’d never expect.
Here are some of the more bizarre advertising complaints over the years:
1. New World
A New World ad featuring a man passing off store-bought beef kebabs as his own sparked a lengthy complaint alleging gender-based discrimination.
The viewer said the commercial portrayed the man as “an incompetent liar”, reinforcing stereotypes that men “are unable to cook” and “resort to lying about it”. The ASA didn’t bite.
No further action was taken.
2. Noel Leeming
One viewer took issue not with the content of a Noel Leeming Goldilocks and the Three Bears themed ad, but with its grammar.
The concern? The script said: “Oh goody, we’re a family of four, so we need it done perfect.”
The word used shoud have been ‘perfectly’ and, because the ad “will appeal to children”, the complainant said, proper grammar was vital.
The ASA was unmoved. No further action was taken.
3. Tena
A commercial for Tena panty liners prompted one viewer to write a heartfelt plea for “respect for women’s intimate tasks”.
The complainant argued the ad “goes a step too far”, insisting the brand was publicising “a very private part of being a woman”.
The ASA didn’t agree — or intervene. No further action was taken.
4. Pizza Hut
A Pizza Hut commercial showing someone setting a pizza box alight with a lighter, paired with a joke about “gaslighting your guests”, didn’t sit well with one viewer.
The complainant worried children might copy the stunt, calling the fire risk “highly dangerous”. They also objected to the term “gaslighting”, which they said promoted manipulation, and concluded the ad “let Pizza Hut down”.
The ASA didn’t order a rewrite. No further action.
5. Genesis Energy
A popular Genesis Energy ad featuring a family tallying roadkill, including possums, during an EV road trip sparked a strongly worded complaint. It accused the brand of “normalising cruelty toward animals”.
The viewer said depicting the pests’ deaths in a comedic way was “heartless, and offensive”. and that the ad “should have never been allowed to air”.
The ASA decided otherwise. No further action was taken.
Though none of the complaints about the ads were upheld, they proved one thing: Kiwis will never miss a chance to have their say about the ads they love to hate.
‘Appalling’ and ‘offensive’ commercials prompt passionate complaints – Watch on TVNZ+
