When ‘Cheeky’ Socials Cross the Line – four TikTok ads that got pulled last year and what social media marketers can learn from them
From a tardy treasure hunt to a mental health “cocktail crew”, a handful of social media ads were quietly pulled from circulation after recent complaints to New Zealand’s ad watchdog (the Advertising Standards Authority or “ASA”).
Turns out the ASA does have opinions about your “cheeky” TikTok too.
Here’s what went down and what brands can learn from it:
- Whittaker’s “Banana Caramel Hunt” (25/149)
Whittaker’s ran a TikTok “treasure hunt” promising daily clues at 10 am to find hidden boxes of chocolate. The first clue didn’t drop on time. One fan complained that the delay wasted people’s time and felt like a cheap engagement trick.
- Ninja Kitchen’s “Park Cocktails” (25/093)
A TikTok ad showed someone blending cocktails in a park with the caption “On-the-go cocktails at midday? Not a problem with the Ninja Blast Max.” The ad had been filmed in Australia, where that’s legal, but someone that saw the ad in New Zealand complained that it encouraged drinking in public parks, which doesn’t align with local alcohol control bylaws.
- Clean Collective “Mum’s Homework Break” (25/037)
A TikTok ad for an energy drink showed a mum referencing “homework time” while promoting a “clean” product with “no sugar, no carbs.” The complainant thought the ad normalised energy drink consumption in family settings, and potentially breached standards around responsible portrayal, health claims, and children’s protection.
- Southern Cross “Cocktail Crew” (24/086)
A TikTok ad for Southern Cross’ mental health services featured a line about someone being “introduced to the cocktail crew,” while showing people drinking. The complainant felt it was irresponsible and in poor taste to link alcohol and mental health support.
None of these complaints led to a decision – they were all settled by the advertisers taking the ads down voluntarily.
What marketers can take away
- Fast content still needs slow checking. TikTok’s short-form format rewards edgy creativity, but the platform’s casual vibe doesn’t mean lower standards.
- Stick to your promises. If you advertise that you’re going to do something – do it!
- Geo-tag wisely. What’s fine in one country can cross the line in another. If you’re running global TikTok or Meta ads, check local laws and geo-filter them appropriately, especially around highly regulated areas like alcohol, health, or finance.
- Be mindful with family imagery. Keep “parental” or “family” scenes clear of product placement that’s not suitable for kids, as ads featuring parents, kids or “family-style” scenes can trigger higher standards.
- Handle sensitive themes with care. Mixing alcohol, mental health, or other culturally sensitive issues can quickly backfire if not done right.
- Make sure you can back up what you say. Keep a claims library with evidence behind every claim your ad is making.
Tips on how to stay creative and compliant
- Get familiar with the ASA Advertising Standards Codes.
- Run a “screenshot test”. Would the ad still look responsible if someone screenshot it out of context?
- Have a diverse team of reviewers. A second (or third) set of eyes can help spot unintentional bias or tone issues.
- Take extra care with high-risk content. Anything involving alcohol, tobacco, gambling, finance, health, content for kids or social issues deserves extra sign-off.
If your business uses social media marketing, make sure you’ve got the right sign-off procedures in place so your short form content doesn’t fall through the cracks. If you’re unsure, or would like some help – get in touch!
