Phone firm apologises after ad criticised as ‘transphobic’

Mobile phone company Three has apologised for offence caused by a billboard advert which was the subject of multiple complaints online that it mocked transgender people. It also said it would withdraw the ad.

The complaints about the ad came just as historic legislation on the recognition of transgender people made its passage through the Seanad.

Three’s social media team on Twitter responded to many complaints about the ad which states: “Sorry Vodafone customers, it turned out he was a she after you’d used all your data.”

The company said it had not been its intention to offend.

In a statement, Three said it would like to apologise “for the offence which this ad has caused; it certainly was not our intention”.

“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.

“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.”

Earlier, the Transgender Equality Network Ireland (Teni) tweeted Three asking for an explanation of the ad and stating that it seemed “pretty transphobic”.

Teni chief executive Broden Giambrone said there had been a number of such ads recently. “I’m not sure what message they are trying to send. In Ireland there’s a lot of joking and mocking of trans people. It seems to me to be a low blow.”

The Gender Recognition Bill passed through the Seanad on Wednesday. The Gender Recognition Bill is expected to be signed into law by President Michael D Higgins within the next seven days.

It means Ireland will become the fifth country in the world after Argentina, Denmark, Malta and Colombia to introduce legislation based on gender self-determination.

Under the law, a person’s preferred gender will be formally and legally recognised for all purposes including communications with the State and public bodies. A transgender person will also be able to obtain a birth certificate showing their preferred gender.

Teni chair Sara R Phillips said it is a historic moment for the trans community in Ireland. “Today is the first day we will be seen as who we truly are. Dr Lydia Foy’s 22 year journey has finally come to an end,” she said. Dr Foy’s legal battle to have her gender recognised on official documents was instrumental in leading to the Bill.

Teni thanked Tánaiste Joan Burton and Minister of State Kevin Humphreys for their “leadership and vision” on the matter.

Amnesty International also welcomed the passage of the legislation through the Seanad.

Executive director Colm O’Gorman said it was a “truly historic victory for human rights in Ireland” and that transgender people could be pleased that their long and difficult fight for legal recognition had finally come to pass.

Minister of State at the Department of Social Protection Kevin Humphreys said it was “a very significant day and not just for transgender people and their families”.

“It is also another milestone for equality in Irish society following the resounding Yes for marriage equality in May.”