Paddy Power Transgender Ad

17 May

News Bite

The banned Paddy Power ‘Ladies’ Day Ad’

 

The Advertising Standards Agency (ASA) has launched an investigation after receiving in excess of 300 complaints stating that a recent advert was offensive towards transgendered people. The bookmaker Paddy Power released a new ad for Ladies’ Day ahead of a major horse race, with transgender cast members and an invitation for viewers to distinguish the ‘stallions from the mares’, encouraging the audience to guess the gender of the trans people involved in the advert. ASA argues that through turning their actors’ gender status into a game, Paddy Power’s advert, broadcast during Sky Sport’s popular Soccer Saturday, reinforced and invoked common negative stereotypes of trans people and ‘encouraged harmful discriminatory behaviour and treatment.’

To find out more information about ASA’s investigation, the impact and implications of this advert and the response of Paddy Power, visit the BBC and the Guardian.

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