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Paddy Power 'Transgender' Cheltenham Festival TV advert banned

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Paddy Power said a decision to ban their controversial 'Ladies Day' TV advert is  "surprising and disappointing".

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Channel 4 and BSkyB on Thursday confirmed they would pull Paddy Power's controversial "transgendered ladies" ad ahead of next month's Cheltenham Festival, after originally pledging to continue broadcasting it despite the Advertising Standards Authority receiving hundreds of complaints.

ESPN had already pulled the ad, which asks viewers to spot the "transgendered" ladies among a crowd of racing fans at Cheltenham.

Paddy Power on Thursday said their next ad, "Chavs", would debut online shortly.

Paddy Power's Cheltenham ad, which had been broadcast and online, came in for fierce criticism from readers at Cheltenham racing site CheltenhamFestival.net.

But it had been given approval by Clearcast - which pre-vets commercials to make sure they will not break the code governed by the ASA - who reiterated its approval earlier this week following the criticism.

A spokesman for Irish bookmaker Paddy Power said: "This decision is especially frustrating given that 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.

"Given the attention and diligence we demonstrated throughout the development of this commercial, we are very disappointed by today's decision."

Paddy Power had argued that it gained approval at script stage from the Beaumont Society, a UK transgender group.

According to Paddy Power, the Beaumont Society had 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 dressers make a day of it."

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Paddy Power 'Transgender' Cheltenham Festival TV advert banned

Paddy Power said a decision to ban their controversial 'Ladies Day' TV advert is  "surprising and disappointing".

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