Australia’s advertising watchdog has ruled that a television commercial for the Toyota HiLux breached national advertising standards because it showed dogs riding untethered in the back of a ute.

The Ad Standards Community Panel upheld complaints about the “Pied Piper” HiLux advertisement, which depicts numerous dogs chasing and jumping into the tray of a moving ute.

The panel found the commercial breached provisions of both the Federal Chamber of Automotive Industries (FCAI) Motor Vehicle Advertising Code and the Australian Association of National Advertisers (AANA) Code of Ethics relating to health and safety.

Safety concerns drive ruling

According to the determination, complaints argued the advertisement portrayed “dangerous and potentially illegal behaviour” by showing dogs not safely restrained while travelling.

The panel concluded the overall impression created by the ad was that the animals were not safely tethered, which could be seen as contrary to state and territory rules governing the transport of animals.

It also found the scenes prior to the ad’s exaggerated final shot were presented realistically enough to raise safety concerns, even though the ending was clearly fanciful.

However, the panel did not uphold claims that the advertisement depicted violence toward animals.

Toyota has indicated it will modify the advertisement.

Toyota: ad was “light-hearted”

In its response, Toyota Australia said the commercial was deliberately exaggerated and playful in tone, with dogs symbolising loyalty to the HiLux brand.

The company also stated the animals used were trained and that many sequences relied on stuffed props and CGI, adding that no dogs were harmed during filming.

The Ad Standards panel itself acknowledged that working dogs involved in moving livestock are typically exempt from tethering rules. However, it determined the advertisement did not clearly depict a farm or mustering scenario where such an exemption would apply.