Aussies Say ‘Meh’ to Swearing but Racy Ads Raise Eyebrows. Now’s Your Chance to Have a Say.

Monday 13 October 2025

Australians are drawing a clear line in the sand when it comes to advertising content. Data from Ad Standards reveals that while only 3.8% of complaints last year were about swear words and strong language, a staggering 30% related to sex and nudity. It seems Aussies are relaxed about naughty words – but not naughty pictures.

In response to evolving community expectations, Australian Association of National Advertisers (AANA) has launched a public review of the AANA Code of Ethics. This national standard underpins responsible advertising in Australia and is updated every five years to reflect public sentiment.

“Advertising plays a vital role in Australian life, and so do the standards that guide it. This is a powerful opportunity for all Australians to have a say in how advertising evolves with community expectations,” said AANA CEO Josh Faulks.

From cheeky catchphrases to bold campaigns, the Code of Ethics sets expectations for language, violence, nudity, gender portrayals and health and safety in advertising. It applies across every platform, including ads created with emerging tech like AI, ensuring consistent standards no matter where or how an ad appears.

Recent community perceptions research by Ad Standards shows Australians are more tolerant of strong language than sexual imagery – especially when children might be watching. This highlights the importance of tone, context, and audience exposure in advertising.

The Australian self-regulatory system is independent, transparent and backed by all major media owners. It includes a robust complaints process managed by Ad Standards which operates at no cost to government or the public. Complaints are determined by the Ad Standards Community Panel which is made up of everyday Australians, ensuring decisions reflect real community values.

The review is seeking public feedback on all aspects of the Code, including whether further alignment with Australian Consumer Law and international best practice is needed.

Submissions are open until 5pm Friday 16 January 2026 and can be sent via email to aanasubmissions@aana.com.au. Read and download the discussion paper here. The current Code of Ethics is available on AANA’s website here.