Toyota's New HiLux Ad Sparks Controversy Over Animal Safety Standards
A recent advertisement for the new Toyota HiLux has been flagged for violating advertising regulations, marking yet another instance of scrutiny for the automotive giant in Australia. This incident follows closely on the heels of an earlier Toyota GR Yaris ad that was withdrawn from broadcast due to similar concerns.
This latest issue, which involves the 2026 model of the HiLux, represents the fourth time since 2016 that Toyota has faced findings from the Ad Standards Community Panel regarding breaches of free-to-air television advertising guidelines. The crux of the problem lies in the portrayal of dogs riding unsecured in the back of the HiLux ute, leading to a significant backlash regarding animal safety laws.
In the advertisement, the 2026 HiLux is showcased with a refreshed exterior and interior, as it navigates through picturesque farmland before entering a quaint country town. As the HiLux makes its journey, it passes several broken-down vehicles with dogs lounging in their trays. With each passing vehicle, one or two dogs leap into the bed of the HiLux, culminating in a scene where at least two dozen dogs are seen crammed into the truck's tray by the time it reaches the town.
While Australian law permits dogs to be transported in the back of utes, there are strict safety requirements that mandate dogs be secured in either a crate or by using a tether. Drive has previously detailed these regulations for pet owners. However, there are exceptions for working dogs in agricultural settings, like the breeds depicted in the ad, which can travel unsecured in farm environments.
In defense of the advertisement, Toyota claimed that all the dogs featured were professionally trained, and asserted that any live dogs shown in moving vehicles were "securely tethered to approved anchor points within the vehicle tub." Yet, it was noted that certain scenes showed dogs without restraints, due to leads and ties being digitally removed during post-production for narrative purposes.
Toyota's response also highlighted the exemptions under law concerning working dogs, explaining that while state and territory road rules may not specifically govern the practice of transporting dogs in ute trays, various animal welfare statutes provide specific allowances for working dogs. They referenced section 15A of Victoria's Prevention of Cruelty to Animals Act 1986, which states that a dog being used to assist in moving livestock is exempt from the restriction against being unsecured in a vehicle's tray. Nonetheless, it should be noted that no livestock movement was depicted in the Toyota advertisement.
The company emphasized that the intent behind the ad was to deliver humor and exaggeration, pointing out that some scenes, such as having an implausible number of dogs in the tray, are clearly unrealistic.
Despite these justifications, the Ad Standards Community Panel concluded that the advertisement violated the FCAI (Federal Chamber of Automotive Industries) advertising standards by portraying driving practices that could potentially contravene relevant laws if enacted on public roads. Furthermore, the panel found it contravened the AANA (Australian Association of National Advertisers) code of ethics because it depicted behaviors that clash with community expectations regarding animal safety.
The panel's review noted that the setting of the advertisement is not exclusively rural, and the absence of livestock handling further undermines the applicability of the working dog exemption. They pointed out how the ad opens with a man calling for his dog to jump into the back of his ute, subsequently driving toward town with his canine friend unsecured.
Even if the man did not notice the influx of additional dogs jumping into the tray, the initial act of allowing the first dog to ride unsecured raises serious concerns about safety practices.
Historically, the HiLux has faced backlash over previous advertisements in both Australia and New Zealand that featured animals in contentious scenarios. One notable ad from 1999 suggested that the HiLux’s power could remove the head of a cow, while another in 2005 featured bulls stealing a HiLux and careening off a cliff.
Recently, a Toyota GR Yaris advertisement was also pulled due to showcasing unsafe driving behaviors.
For those interested in the detailed findings of the complaints, the panel's decision, and Toyota's comprehensive response, you can access the official document here.
