Paddy Power trans ad falls at last hurdle

Paddy Power advert which asks viewers to 'spot the trans' has been pulled after a flood of complaints

Paddy Power trans ad falls at last hurdle
23 February 2012

A TV advert which asks viewers to 'spot the trans' at a horse race has been pulled in the UK.

The advert by UK and Ireland bookmaker Paddy Power shows women at the Cheltenham Festival – a prestigious horse race in England – and invites viewers to decide whether they are 'stallions' or 'mares'.

Yesterday, the Advertising Standards Authority (ASA) launched an investigation after receiving around 500 complaints about the 30-second TV spot, which asks viewers to speculate on the gender of women filmed at the event.

After reportedly holding a crisis meeting this morning, broadcasters and TV advertising watchdog Clearcast decided to stop airing the advert in the country.

A spokesman for Paddy Power said they were 'surprised and disappointed' by the decision.

He said: 'This decision is especially frustrating given that the commercial was already pre-approved by Clearcast, just one week ago, who then considered the humor in the advert, while not to everyone’s taste, fell short of causing offence.

'Furthermore, we exclusively cast members of the trans community in the various transgender roles in the commercial.'

According to the spokesman, the bookmakers asked national transgender group The Beaumont Society for feedback on the script and were told there was 'nothing untoward with the advert concept' and was not inappropriate.

Trans activist Jane Fae welcomed the decision but warned 'there may yet be considerable collateral damage.'

She said: 'My complaint about the advert was never about offence but about the danger of a backlash, should the ad be pulled, which could be more damaging.

'The backlash could come from the usual suspects – people who think it's funny to have a go at trans and people who won't accept it's a valid way to be.'

The ASA say they will still continue their investigation, despite the decision to suspend the ad.

Read Jane Fae's analysis feature for Gay Star News here.

HAVE YOUR SAY

MORE TOP STORIES

No thumbnail available

Anti-gay Idaho restaurant bans Pepsi, Miller and Coors from menu

Owners object to brands' support of National Gay and Lesbian Chamber of Commerce
No thumbnail available

Does Archbishop of Canterbury secretly support gay marriage?

Welby voted against bill. Claims emerge as Anglicans in UK start talks on sexuality policy
No thumbnail available

Robin Windsor: I would love a same-sex pairing on Strictly Come Dancing

Will dance for first time with partner, X Factor star Marcus Collins, at his new event
No thumbnail available

Facebook u-turns to allow gay Jesus crucifixion ad

Advert was promoting a book showing Jesus as a gay man in a modern city who gets crucified and rises again
No thumbnail available

Hundreds of thousands rally in Rome to protest same-sex unions

Italian PM Matteo Renzi wants to push a civil union bill through, parliamentary vote expected in the coming weeks
No thumbnail available

Faiths plead for right to marry gays

British faith groups work to defeat a vote by Baroness O’Cathain to re-ban civil partnerships in places of worship
No thumbnail available

Out & Equal summit bounces back after Sandy with new book

Delegates get back to workplace conference in Baltimore after disruption caused by Hurricane Sandy overnight
No thumbnail available

Aussie PM's sister talks openly about her same-sex relationship

Christine Forster tells a national newspaper about coming out, leaving her ex-husband and telling her parents and brother that she is gay
Spanish football club release new rainbow shirt to fight homophobia

Spanish football club release new rainbow shirt to fight homophobia

Club will give €7 to seven charities for every shirt sold
No thumbnail available

Trailblazer: La Voix – 'I have custom-made headphones – on-flight ones don't fit over my hair!'

The former Britain's Got Talent star on her life in travel – from cruising around Fort Lauderdale to a holiday romance with a sexy Frenchman...