Paddy Power get offensive advert banned
Paddy Power have been given a right kicking by the Advertising Standards Authority over an advert for Ladies' Day at the Cheltenham Festival. The commercial invited viewers to gawp at women and transgender women and try and decide which was which. The ad stated: "We're going to make Ladies' Day even more exciting by sending in some beautiful transgendered ladies. Spot the stallions from the mares”. Alas, one woman is branded a "dog."
The authority upheld complaints saying that the advert was offensive and condoned and encouraged harmful discriminatory behaviour towards the transgender community. “The suggestion that trans people could be segregated into the gender stereotypes 'stallions' and 'mares' as part of a guessing game, trivialised a complex and difficult issue and objectified them in a way that was likely to cause them serious offence,” said the ASA.
Paddy Power claim that they got in touch with the Beaumont Society, which they thought were biggest and longest established transgender support group in the UK, to make sure the commercial didn't cause offence. As a result of the ban, the bookies said that they didn't intend to cause offence and were “saddened” to learn that viewers were offended by the ad.