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Trans Power


What in the seven circles of hell were Paddy Power thinking when they threw this transphobic bile together?


If you can’t watch it, it’s an ad for Paddy Power’s campaign for Ladies’ Day at Cheltenham and features a game called “stallions or mares” in which you have to pick out the trans woman.

It’s not just despicable, it is the next in what seems to be a trend in advertising – laugh at the tranny. Just last month Netflix had a radio ad in which the punchline was, “I’m not your father, I’m your mother”.

TENI are, needless to say, up in arms. They told The Journal that the advert was making people feel “mocked and ridiculed (and) deeply hurt.”

“The situation in Ireland is that transgender people face a huge amount of marginalisation,” said TENI Director Broden Giambrone. “The longer that ad stays up, the longer it is causing harm. We want for Paddy Power to do the right thing and remove the ad and issue an apology.”

As for Paddy Power, they are not for turning, this is what they had to say:

[Their spokesman] rejected the suggestion that the ad mocked transgender women, saying  it “depicted transgender women as beautiful” and was making the point that you “wouldn’t be able to tell the difference”.

Tell the difference?! That’s his apology? There is no bloody difference! This is the problem in a nutshell: if you don’t know what the hell you’re talking about, or who the hell you’re talking about, then shut the hell up.

If you want to lodge a complaint, click here and fill in the form.


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  • Done and emailed. Disgusting ad.

    click here said:
  • [...] the most recent transphobic ad campaign in Ireland, including a link to complain. [Warning for transphobia in the video] I don’t [...]

    Link post: 4 to read and 1 to do | ephemeradical said:
  • Email sent. That ad is just terrible beyond words and so insulting to so many it just reiterates prejudice and discrimination. This is 2012 and Paddy Power need to wake up and realise that.

    Mel said:
  • [...] that mind bogglingly offensive ad has been pulled from the UK [...]

    Fight the Power! Transphobic, sexist ad gets pulled | gaelick said:
  • I mailed this to TV3 in complaint.
    I write to complain about the continued screening of the above mentioned advert.
    I am deeply offended and threatened by it. In many ways it appears to transgress the limits set as acceptable for broadcast. It is not balanced in gender presentation, and deceives by appearing to use composit body parts to ‘fake’ an image of a woman with a very hairy forearm. However I am not in a position to prove or otherwise confirm this but perhaps the Advertising Standards Authority of Ireland can investigate this. This advert, in my honest view, promotes transphobia and is deeply misogynistic.
    However my main issue with the advert is the crude explicit sexual imagery present.
    I am surprised that you broadcast it just prior to the Manchester United game during the week when you know that a large proportion of the viewers would be children, children as defined by the BAI definition. I am surprised the you continue to broadcast an advert with such a subliminal yet obvious sexual content. It is yet one more proof that this advert goes well beyond any definition of a ‘bit of harmless fun’ as claimed by the Paddy Power organisation.
    At approximately 11 seconds into the advert at the time the odious incitement to ‘Spot the stallions from the mares ‘ is made the text on the screen comprising the words Stallion and Mare is animated to enact a crude but obvious sexual coupling of a stallion covering a mare. Do you support the continued broadcast of this offensive imagery coinciding as it does to the image in the background of a gentleman waving a long sausage. To this viewer the complete scene makes tacit links conflating transexual female to being a stallion (male). Can you explain what is the relevance of little vingnette to the product that Paddy Power want to market or sell? How is this harmless fun?

    I think that you have been fooled by the Paddy Power organisation into broadcasting gratuitous sexual imagery and that you should cease to broadcast it.
    You should apologise to all those who have been exposed to it and should accept on this occasion your inability to recognise that the imagery presented is highly inappropriate to the context of the advert and to the demographics of the audience exposed to it.

    SuziQ said:
  • Thanks for sharing, SuziQ – It’s good to have an idea of who’s sending what to the TV stations and ASAI.

    In further bad news, Setanta Sports has also broadcast the ad, this time on Saturday afternoon before kick-off of another big football game (think it was the Chelsea fixture, but I’ll need to double check that).

    click here said:
  • That netflix radio advert is still airing. Where can I go to complain about it? I’ve tried the netflix website, but apparently have to be signed up to even view the contact page? Does Ireland have an equivalent of OfCom? Frankly raging about this :(

    Chris said:
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