Johannesburg — THE Advertising Standards Authority of SA has released research showing an increase in the number of complaints relating to print advertisements this year.

Andrew Papadopoulos, trade mark associate at intellectual property law firm DM Kisch, believes advertisers are adopting riskier campaigns in a bid to reach their audience.

In the second half of the year it was Teazers' advertising that appears to have raised the most ire among consumers, in particular a billboard showing a naked woman lying on her back with the payoff line, "No need for Gender testing".

The advertising authority found the billboard mocked the gender controversy involving 800m world champion Caster Semenya, and was insensitive to her situation.

Sex-related billboards attracted a fair share of complaints, especially those for Sexpo and the Lollipop Lounge, said the authority's communication manager, Corne Koch. The authority also had its normal share of complaints relating to solutions for embarrassing sexual problems and the healing of illnesses such as diabetes, high blood pressure and HIV/AIDS.

Complaints from print advertisements were up 11% from January to November this year, while complaints relating to television advertising had decreased 7,5%.

Print media also had the highest percentage of complaints with 26%, followed by television (21%), the internet and product packaging (both 14%).

There were 2223 complaints lodged this year, up 6% on last year's 2095.

Koch said 40% of competitor complaints were upheld by the association and 30% lodged by consumers or public bodies, which largely make up industry associations.

Among the competitor complaints was iBurst's objection to Neotel's prominent use of the colour orange, which iBurst sees as its brand colour.

The authority found that it was hard for a brand to own a colour and dismissed the complaint.