How To Make A Complaint

When it comes to behavioral advertising, it is important that you feel seen and heard if you have any complaints that you think need to be addressed. Thankfully, there are things you can do to make your voice heard, and to submit a complaint you may have.

In this article, we will be talking you through the few easy steps you need to take in order to report an issue with advertising. We will also be discussing what behavioral advertising is. 

What Is Behavioral Advertising? 

Behavioral advertising is a tool that is used by advertisers and publishers. Unlike general advertising, behavioral advertising is tailored to each individual person. It learns trends from searches carried out, and the activity of a person online. 

This type of advertising provides marketing campaigns and messages specific to you, and allows the advertisements you see to be more relevant. While this is useful, it is not something that everyone will want to have.

It can also be referred to as OBA, and is effective for both the companies and the users because it only tends to suggest things a person would be interested in. Even so, there are some instances where you will need to make a complaint or a report about any potential advertising you may see. 

How To Make A Behavioral Advertising complaint

If there is an instance where you need to make a report or a complaint about this type of advertising, then there are a number of easy steps you can take to do this. Even if you do not need to make an advertising complaint currently, it is useful to know how this can be achieved. 

Advertising Standards Board

To make a complaint about an advertisement you have seen, and the content it includes, you will need to access and visit the Advertising Standards Board website. From here, the complaint is fairly straightforward to log. You will just need to log your feedback and send it off through the website

In some instances, the complaint you will want to make will not directly link to this. As a result, you will need to send the complaint directly to the company, using the left-hand side of the website. 

Data Protection

If the complaint or feedback you want to provide links to your personal data and information, you will need to send this to the Australian Direct Marketing Association. This can also be used if you are receiving unwanted emails. 

When you are submitting your complaints through either of these means, they will be addressed and noted fairly quickly. The Association and Board are responsive, and will help to determine where your complaint needs to be sent in order for it to be logged correctly.

If you want more help with knowing where to direct and send a complaint, we would recommend checking out the Australian Best Practice Guideline, for more information about this.

Australian Digital Advertising Alliance

In the vast majority of cases, advertising brands and companies will deal with the complaints personally, and help to provide an outcome or resolution. However, in some cases, a company may not address these complaints.

If this happens, then you will need to refer your complaint to the Australian Digital Advertising Alliance. They will help to investigate this issue further, and will review the situation. 

When emailing the ADAA, you will want to provide as much information as possible to help them to have a better understanding of the case, and what your complaint is regarding. This will help to speed up the overall process.


We hope you have found this article useful. As you can see, it is fairly easy to submit a complaint when it comes to behavioral advertising. It is important for you to be aware of your rights, and how to send a complaint if needed. 

Dale Williams