Remember the defense used by Paddy Power about why they wished to continue showing the Transphobic advert for Cheltenham:
Several members of the UK transgender community are cast in the ad, and it was also cleared by Clearcast [which pre-vets TV ads] before airing. This ad is simply a bit of mild-mannered fun in the runup to the Cheltenham festival.
Well Clearcast have now issued the following statement:
Last week we approved a tv ad for Paddy Power featuring references to transgendered people. When making our decision to approve the ad, we took into account the fact that the advertiser had sought a view from the Beaumont Society (a body run by and for those who cross dress or are transsexual) which did not find the script idea offensive.
However following a number of complaints over the last few days, it appears that the ad has caused offence and in consultation with broadcasters, it has been decided that the ad should no longer run on their TV or VoD services in its current format. We regret offence that may have been caused.
So where does Paddy Power stand now? Well they have issued the following statement:
Paddy Power’s Ladies Day commercial has been pulled from TV.
The decision to suspend the clip wasn’t made by us – it was done by the British TV advertising regulator along with television broadcasters.
This is especially frustrating given the commercial was already pre-approved by British television advertising clearance body Clearcast, just one week ago, who then considered the humour in the advert, while not to everyone’s taste, fell short of causing offence.
The Beaumont Society said there was “nothing untoward with the advert concept” and felt it was not inappropriate since “the entire campaign would be a tongue-in-cheek look at the Ladies Day race meeting where these days a large number of cross dresser’s make a day of it”.
Furthermore, Paddy Power cast members of the trans-community in the various transgender roles in the commercial.
Given the attention and diligence we demonstrated throughout the development of this commercial, we are very disappointed by today’s decision.
So Paddy Power are frustrated and disappointed that they can no longer show this ad, that the decision on decency wasn’t made by them but by bodies outside their control.
Having one group, and one that many in the transgender community are sceptical of, agree with your point of view may not reflect the other groups dealing with Transgender issues who have disagreed with your stance, that much is clear. Paddy Power unlike Clearcast have not shown any remorse for the offence they have caused to others, but rather go on to boast about the number of YouTube views they have received of the ad.
The ad has been removed for the screens though no doubt will still be available of Paddy Power’s YouTube channel. Hopefully in future advertisers will think how to positively include transgender people in their adverts.