LONDON -- A billboard ad for mobile phone network Three Ireland that says "It turned out he was a she" has been criticised by transgender activists on Wednesday for being transphobic.
The ad, which appeared in Dublin and was spotted by a passerby, is a reference to the mobile phone company's unlimited data plans and takes aim at rival mobile phone network Vodafone.
Hi @ThreeCare. Can someone explain this ad in Stoneybatter? Certainly insensitive, possibly transphobic, not okay. pic.twitter.com/uun3oVDOha— Luke Field (@LukePField) July 15, 2015
Transgender Equality Network Ireland, which advocates for the rights of trans people, tweeted a photo of the ad, asking the company to explain it. Three has since said the ad will be discontinued.
This ad seems pretty transphobic @ThreeCare. Care to eleborate? pic.twitter.com/wvlHVHZPgU— TENI (@TENI_Tweets) July 15, 2015
TENI's tweet was joined by many more.
@laineydoyle @TENI_Tweets @ThreeCare I can get the idea behind the ad, but very poorly executed. And I say that as a trans* person.— Robyn Morton (@robyntmorton) July 15, 2015
On the day that #GRBill completes passage through Oireachtas .... This crap from @ThreeCare https://t.co/iJtvyG3rrR— Suzy Byrne (@suzybie) July 15, 2015
.@ThreeIreland absolutely disgusted at your insensitive and ignorant transphobic advertising. pic.twitter.com/pFBDPLwWCy— Aaron (@BabyMonsterGoon) July 15, 2015
Hi @ThreeCare. Can someone explain this ad in Stoneybatter? Certainly insensitive, possibly transphobic, not okay. pic.twitter.com/uun3oVDOha— Luke Field (@LukePField) July 15, 2015
Transphobic advertising from @ThreeIreland. I'll be looking for another service provider. Photo via @LukePField. pic.twitter.com/w7uJmldwOG— Samantha Cooney (@SamanthaCooney) July 15, 2015
Three Ireland has apologised for the offence caused. In a statement, emailed to Mashable, it said the ad seen on the billboard would be discontinued.
"This ad is part of a wider Three campaign that gives examples of when you can often miss the crucial moments when streaming TV shows, films or sporting events because you've used all of your data," it said.
"For example another advert in this campaign is ‘Sorry Vodafone customers, your team scored in extra time after you’d used all your data’. Having realised that it has caused offence, this ad design will be discontinued from the campaign.”
Criticism of the ad comes as Ireland's progressive new gender recognition bill was being debated in the senate. It's expected to pass.