A television ad showing a "zombie-proof" electric car has topped the list of Australia's most complained-about advertisements of 2025.
Kia's "Shhh… It's zombie proof'"campaign was the subject of 86 complaints to Ad Standards this year with concerns about frightening imagery and road safety.
The independent advertising complaint body deemed the ad was in breach of motor vehicle advertising rules.
One viewer told the watchdog their child was watching television when the ad was shown during the Australian Open at 5.40pm.
"Ad has zombies in it, which scared my child," the viewer said.
Following the decision, Kia explained its marketing campaign was intended for Australians over the age of 28.
"Kia's marketing campaigns are typically light-hearted and fantastical, mixed with relatable Australian humour aimed at reaching Kia's target audience while also being memorable," the car company said.
"The advertisement is in line with this strategy, and the use of zombies is intended to comically answer the question of why Kia EVs would be best suited during a fanciful zombie apocalypse in Australia's suburbs."
More than 5000 complaints and 230 ads were assessed by the Ad Standards community panel this year.
"Australians care deeply about the advertising they see and hear every day and aren't afraid to speak up if they think a brand has overstepped," Ad Standards executive director Greg Wallace said.
"We take that feedback seriously and work closely with industry to support responsible advertising."
The issues that attracted the most complaints in 2025 were sex and nudity, followed by violence, then health and safety.
The watchdog also heard from many Australians who were put off by ads they considered tasteless, gross or relied too heavily on shock value.
"This year we saw a number of complaints from people who were turned off by ads they felt crossed the line on taste," Wallace said.
"While shock tactics may seem appealing from a creative standpoint, they can quickly backfire.
"Australians respond far more positively to advertising that's clever and creative rather than deliberately provocative."
These are the other ads which attracted the most complaints:
Dettol hand sanitiser ad (70 complaints) - no breach
A Dettol ad with a boy picking his nose and wiping his finger across a tablet was branded as "disgusting" and "revolting" by some viewers.
The Ad Standards panel concluded that while the act of picking your nose may be seen as unsavoury, it is not an uncommon event, especially with children.
Caruso's Natural Health ad (67 complaints) - no breach
Some viewers believed this ad, which promotes a vaginal health probiotic and features four women with uncomfortable looks on their faces, contained inappropriate language and was discriminatory towards women.
Youi car insurance ad (65 complaints) - no breach
This Youi ad, which features a family comparing a search for the right car insurance to Aunty Kate's search for a boyfriend, attracted concerns about discrimination.
"I'm disgusted by the female aunt made out to be a bad female because she's had lots of boyfriends," one person said.
Big W's school holidays ad (37 complaints) - breach
It's safe to say this ad raised a few eyebrows with viewers.
The panel determined this campaign, which features a child putting up a blurred-out middle finger, breached standards due to the inappropriate gesture.
Red Rooster ad (34 complaints) - no breach
This TV ad, which shows a skateboarder stealing chicken at a skate park, was reported to Ad Standards for encouraging anti-social behaviour and theft.
"I think this would be well inside the area of health and safety," one viewer argued.
"The general public need to be kept safe from those individuals who think they have the right to take from others."
Pilot ad (32 complaints) - no breach
This TV ad for an erectile dysfunction treatment which shows people discussing a garden hose was reported to the watchdog for sexual innuendo.
However, the panel found the advertisement did not contain a depiction of sex.
Rexona ad (31 complaints) - no breach
This advertisement which shows close-up shots of body parts with labels like "bums" and "balls" attracted more than 30 complaints.
However, the panel found it did not include inappropriate language, sex or nudity.
Bankwest ad (27 complaints) - no breach
This ad features a woman staring at a man drinking from a cup that says "#1 dad".
Some complainants believe the depicted power move promoted bullying behaviours in the workplace.
Westpac ad (25 complaints) - no breach
This banking ad, which features Rocky the bulldog eating an ice cream, was labelled as "disgusting" and "unpleasant" by some complainants.
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