5 of the worst ads in the world, according to viewer complaints

When we see ads that annoy or offend us, most of us simply complain to whoever's nearby. But a tiny minority complains to advertising regulators, who are empowered to take action against such ads.

The latest reports from Advertising Standards Canada, and similar agencies, show some of the most complained-about ads of the past year from around the world.

Many Canadians, for example, weren't happy with a 2016 McDonald's ad. The ad lets us know that their "new" Chicken McNuggets are now 100 per cent white meat, with no artificial colours, flavours or preservatives.

Dieticians, health activists and competitors complained that removing artificial preservatives still leaves McNuggets with high salt, high fat and dipping sauces that do contain preservatives.

Those particular complaints may not all have been forwarded to Advertising Standards Canada, but lots of complaints do end up there.

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According to their 2015 Annual Ad Complaints Report, ASC received 1,774 complaints about 1,135 ads last year, including an ad featuring a little girl dressing up a Great Dane in princess clothes.

A viewer complained that it was unsafe to show an unsupervised child with such a large dog. ASC agreed, and had the ad taken off the air.

Several viewers complained that a Subway ad showed more lobster meat in a sandwich than was actually served in the restaurants. Again, ASC upheld the complaint. 

But such complaints are judged differently in different parts of the world. According to the Australian Advertising Standards Bureau, the most-complained about ad in 2015 from that country shows a father and son pulling a caravan (or camper, for us Canadians) with their Holden SUV. When they overtake another caravan, they pass it, but the father disparages slow-moving caravaners — something his son is quick to echo.

What bothered viewers was the liberal use of the words "bloody caravaners."

The Australian Advertising Standards Bureau received 161 complaints about the use of "bloody" in the ad. It dismissed the complaints, but Holden wisely removed the word anyway.

Finally, there's last year's most complained-about ad from the U.K. — one for which the Advertising Standards Authority received 1,531 complaints.

In the ad, we see Dave strutting down the street in jacket and tie. But below the belt, he's wearing skimpy hot pants and stiletto heels, all fired up from the money he just saved on insurance at Moneysupermarket.

Viewers complained that all his stripper-like moves were too overtly sexual. However, the Advertising Standards Authority ruled even though the ad might be perceived as distasteful, it was not in breach of the rules.

While ad regulations and judging criteria vary around the world, one key similarity is that Canada, Australia and the U.K. all rely on varying degrees of industry self-regulation — which gives marketers a role in policing themselves.

Bruce Chambers is a syndicated advertising columnist for CBC Radio.