An ad for the Advanced Medical Institute was the most complained about of 2010, the Advertising Standards Bureau said today.

Of the ten ads that caused the most offence to the public this year, three had complaints against them upheld.

In total, the ASB received complaints about more than 520 advertisements, of which the more than 40 were found to have breached the Australian Association of National Advertisers’ code of ethics or other codes administered by the ASB.

The complained about ads:

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1. Advanced Medical Institute Cookie: jar at top of cupboard – man offers wife an erect penis as a step

Issue – Portrayal of sex, sexuality and nudity; Board decision – Dismissed

About 220 complaints

2. Ashley Madison – Avid Life (TV) – Life is short. Have an affair.

Issue – Portrayal of sex, sexuality and nudity, Section 2.3 AANA Code of Ethics and Other – Social values; Board decision – Dismissed

About 115 complaints

3. VicRoads (Internet) – Viral clips aimed at influencing the behaviour of young Victorian drivers – ‘Everytime you use your mobile phone in your car…’

Issue – Discrimination or vilification, Section 2.1 AANA Code of Ethics and Language, Section 2.5 AANA Code of Ethics; Board decision – Dismissed

About 105 complaints

4. Sexpo Pty Ltd (Billboard) – Featuring woman on knees and man on motorbike –ad for Brisbane Sexpo in March.

Issue – Portrayal of sex, sexuality and nudity, Section 2.3 AANA Code of Ethics; Board decision – Dismissed

About 75 complaints

5. Ashley Madison – Avid Life (Billboard) – (TV) Life is short. Have an affair – Sydney.

Issue – Portrayal of sex, sexuality and nudity, Section 2.3 AANA Code of Ethics and Other – Social values; Board decision – Upheld

About 60 complaints

6. Advanced Medical Institute (TV) – Running race with beds on the track.

Issue – Portrayal of sex, sexuality and nudity, Section 2.3 AANA Code of Ethics; Board decision – Upheld

About 50 complaints

7. Fernwood Fitness Centres Aust Pty Ltd (Billboard)– “Join Now for Fox Sake”

Issue – Portrayal of sex, sexuality and nudity, Section 2.3 AANA Code of Ethics and Language, Section 2.5 AANA Code of Ethics

Board decision – Dismissed; About 50 complaints

8. AAMI (TV) – Compilation of accidents and man singing “What about me”.

Issue – Health and Safety, Section 2.6 AANA Code of Ethics; Board decision – Dismissed

About 50 complaints

9. SCA Hygiene Australasia (TV) – Libra pads made into Ninja armour by boyfriend.

Issue – Discrimination or vilification, Section 2.1 AANA Code of Ethics; Board decision – Dismissed

About 45 complaints

10. Calvin Klein (Billboard)– Image of one woman and three men. Woman is lying on her back with her head resting on the thighs of one of the men and he is looking down at her. Another man is crouched over her.