An Irish mobile advert was pulled after being deemed as offensive to transgender people yesterday (20 December).
The Advertising Standards Authority for Ireland (ASAI) upheld complaints against telecommunications company Meteor saying it ‘must not appear again in the same format’.
In the TV spot, a young man is seen dancing with a bearded man in women’s clothes in order to use the free internet in the bar.
When he realizes Meteor offers a free internet package, he leaves, while the drag queen spots another unassuming young man looking for free Wi-Fi.
Transgender Equality Network in Ireland (TENI)’s director Broden Giambrone described the ruling as a ‘victory for the transgender community’.
He said: ‘We are thrilled that the ASAI has upheld the complaints. We hope this sends a clear message to advertisers that trans people must be treated with the same dignity and respect that all communities should be afforded.’
Giambrone added Ireland’s trans community would not accept being ‘used for cheap laughs’.
The advertisement was shown widely on satellite and cable television, and was shown before the family film Brave in cinemas.
In October, TENI organized a Twitter campaign #MeteorShame asking people to speak out against the ad.
The social media campaign featured comments from trans people on how they felt about how they were represented in the media, saying it worsened their self-esteem.
In a recent Trans Mental Health & Wellbeing Survey, it revealed 78% of trans people in Ireland had considered suicide and 40% of people had attempted suicide at least once.
Check out the advert here: