Irish Investigation Launched into Transphobic Ad

From Teni

The Advertising Standards Authority of Ireland (ASAI) has launched an investigation into Paddy Power's 'Ladies Day' advertisement.

On Thursday 23 February, having received a volume of complaints, the ASAI wrote to Paddy Power to inform them that it was investigating the offensive ad. The ASAI also asked Paddy Power to voluntarily withdraw the ad while its investigation was ongoing. On Friday 24 February Paddy Power responded, confirming that the ad would not be screened on TV3 or 3E after Sunday 26 February.

The ASAI's request to withdraw the ad highlights the gravity of the case, as detailed in their guidelines:

"If a case is considered by the Secretariat, in its absolute discretion, particularly grave the Secretariat may request interim action by the advertisers/promoter or agency including the immediate amendment or withdrawal of a marketing communication pending completion of the investigation and adjudication by the Complaints Committee."

TENI Director Broden Giambrone commented, "It is a small but significant victory. The less exposure that ad has, the better. TENI looks forward to the decision of the ASAI. On a broader level, I hope that the widespread reaction to the Ladies Day ad has given marketing departments pause for thought: transphobia is not a joke, and it is not acceptable."