ASAI Launches 'Ladies Day' Ad Investigation
The Advertising Standards Authority of Ireland (ASAI) has launched an investigation into Paddy Power's 'Ladies Day' TV advertisement.
Transgender Equality Network Ireland (TENI) reports that on February 23, the ASAI wrote to Paddy Power to inform them that it was investigating the ad following numerous complaints.
The advertising watchdog then requested that Paddy Power pull the ad while the investigation is ongoing.
On Friday 24 February Paddy Power responded, confirming that the ad would not be screened on TV3 or 3E after Sunday, February 26.
The ASAI's request to withdraw the ad highlights the gravity of the case, as detailed in their guidelines:
"If a case is considered by the Secretariat, in its absolute discretion, particularly grave the Secretariat may request interim action by the advertisers/promoter or agency including the immediate amendment or withdrawal of a marketing communication pending completion of the investigation and adjudication by the Complaints Committee."
TENI Director Broden Giambrone commented, "It is a small but significant victory. The less exposure that ad has, the better. TENI looks forward to the decision of the ASAI."
On a broader level, I hope that the widespread reaction to the Ladies Day ad has given marketing departments pause for thought: transphobia is not a joke, and it is not acceptable."