That was the gist of hundreds of complaints to the Advertising Standards Bureau as Australians objected to ads for lingerie, lamb, horror films and health insurance.

The board of the ASB has named the 10 most complained-about advertisements for the first half of 2016, with two advertisers taking up seven of the spots. Only three ads were found to be in breach of standards.

Consumers were not impressed with Ultra Tune Australia's ads for auto services, featuring women in rubber catsuits or as "bimbos" behind the wheel. Its four television ads attracted a total of 781 complaints, mainly that they were sexist and inappropriate.

"How can we change the culture concerning men's attitudes to women in this country when companies use demeaning advertising such as this?" one viewer asked.

The board found only one of the Ultra Tune ads breached standards, for discrimination and vilification of women. It showed a car with female occupants hit by a train after it breaks down on a level crossing and depicted women "in a manner which suggests they should not be driving a car, are unable to keep it road worthy and are stupid and require saving", the board said.

Lingerie retailer Honey Birdette fell foul of advertising standards for the second time in less than a year, with two posters displayed in shop windows. The board ruled that the combination of women in revealing underwear and the tagline "Room Service" made it exploitative and degrading of women.

Television ads for horror film The Conjuring 2 - some of which aired during family programs - breached standards for violence, with parents complaining that they and their children had nightmares after seeing them.

But the board dismissed complaints about Medibank Private's ad depicting a range of real-life families. Viewers complained that a breastfeeding mother was "a graphic depiction unsuitable ... during a family program", and that same-sex couples kissing were graphic and inappropriate. In response, Medibank Private said the ad "reflects the present state of Australian society... one in 29 Australians identify as gay and only 6.8 per cent of families fall into the traditional nuclear family type structure".

As the board considers different mediums for advertising separately, Meat & Livestock Australia made the list three times for its 'Operation Boomerang' Australia Day lamb campaign starring Lee Lin Chin. The 747 complaints included criticisms that the ad discriminated against indigenous Australians and promoted discrimination and violence against vegans, one of whom has his bowl of kale and tofu torched by commandos in the ad. The complaints were dismissed, with the Board saying the ad "is intended to be humorous".

Linda Brennan, a Professor in the School of Media and Communication at RMIT University, was not surprised that the ad drew so many complaints. "Humour is by definition going to offend someone," she said.

While advertising standards require sensitive treatment of nudity, sex and sexuality, they do not regulate against sexism. Professor Brennan, who stopped taking her car to Ultra Tune after objecting to their "We're into rubber" ads, said the standards are not in line with society's expectations and need to be overhauled.

"Sexism is a big thing, otherwise there wouldn't be hundreds of complaints every year and there wouldn't be 95 per cent of them dismissed because they're [not covered]," she said. Research into societal expectations was needed "to ensure we know what our values are and where our touchpoints are".

The 10 most complained-about ads January to June 2016:

418 complaints: Ultra Tune Australia - Two women handle tools in rubber bodysuits with the tagline 'We're into rubber'. Dismissed.

376 complaints: Meat & Livestock Australia – Lee Lin Chin directs 'Operation Boomerang', retrieving ex-pat Australians so they can eat lamb on Australia Day (TV). Dismissed.

241 complaints: Meat & Livestock Australia – 'Operation Boomerang' (Internet). Dismissed.

208 complaints: Ultra Tune Australia - Two women are in a car which breaks down on train tracks. Upheld.

130 complaints: Meat & Livestock Australia – 'Operation Boomerang', (Internet-Social Media). Dismissed.

101 complaints: Ultra Tune Australia - Two women are in a car which goes off a cliff after being put into the wrong gear. Dismissed.

80 complaints: Roadshow Film Distributors. Advertising for horror movie The Conjuring 2. Upheld.

66 complaints: Medibank Private - Shows a range of families, including same-sex couples and a breastfeeding mother. Dismissed.

59 complaints: Honey Birdette – Window posters showing woman from behind in revealing underwear, and two lingerie-clad women, with the caption "Room Service". Upheld.

54 complaints: Ultra Tune Australia – Two women in tight bodysuits play with tennis balls. Dismissed.