The Advertising Standards Authority has upheld complaints leveled against a controversial transgender Paddy Power ad, that it was offensive and condoned discriminatory behaviour.
92 viewers complained when the commercial was broadcast in February in the run up to Ladies Day at the Cheltenham Festival, after they were invited to distinguish “stallions” from “mares”.
In its ruling the ASA stated: “We considered that the ad trivialised a highly complex issue and depicted a number of common negative stereotypes about trans people.
"We considered that by suggesting that trans women would look like men in drag, and that their gender could be speculated on as part of a game, the ad irresponsibly reinforced those negative stereotypes.
"And, particularly by framing the game in a way that involved a member of the public who had commented on Paddy Power's Facebook page, the ad condoned and encouraged harmful discriminatory behaviour and treatment.”
Despite contending that the complaints were part of an organised campaign Paddy Power must not show the advert again in its current form.