Broadcaster has no plans to drop ‘transgendered ladies’ advert despite 500 complaints and ESPN pulling it
Channel 4 has no plans to drop a controversial “transgendered ladies” ad by bookmaker Paddy Power despite almost 500 complaints to the advertising watchdog, which have prompted a rival broadcaster to drop the campaign.
Channel 4′s stance is at odds with US sports giant ESPN, which was also scheduled to air the TV ad ahead of the Cheltenham racing festival, which has now pulled the campaign from its network.
“We’ve reviewed the commercial in question, and have made an internal editorial decision that it will not run on ESPN,” said a spokesman for ESPN.
Channel 4 said it had a “duty” to make sure that any ads it airs are fully compliant with the advertising code.
A spokesman for the channel said it was the broadcaster’s policy to leave it “up to our viewers to make their own judgment about the adverts they have seen”.
The Paddy Power advert asks viewers to spot the “transgendered ladies” among a crowd of racing fans at the Cheltenham festival.
It was accused of inciting transphobia with the campaign, which promised to make the festival’s Ladies’ Day “even more exciting by adding some beautiful transgendered ladies: Spot the stallions from the mares”.
The ad goes on to show a series of shots of well-dressed racegoers with a voiceover guessing which are men and which are women.
Paddy Power said the ad, which has already been broadcast by Sky Sports, had been given the green light by official body Clearcast.
Clearcast pre-vets TV ads to try to ensure they will not break the advertising code governed by the Advertising Standards Authority.
The ASA, which has received 473 complaints about the campaign, has launched an investigation to see if it is in breach of the code.
Paddy Power and BSkyB have been criticised by the lesbian, gay, bisexual and transgender community. BSkyB has said that it has no intention of pulling the ad from its channels.
A spokesman for BSkyB said: “Prior to transmission all advertising is checked by Clearcast, an independent body dedicated to applying the ASA rules and regulations on advertising. If, retrospectively, any ad is thought unsuitable for broadcast, the ASA can step in. When they do so, we always comply with the judgments they make.”
LGBT Lib Dems Northern Ireland said Paddy Power had brought “shame on itself” and that the marketing tactic was in poor taste at a time when the UK government is trying to wipe out all forms of prejudice in sport.
“To use the subject of transgender in such a degrading and mocking way is a clear-cut case of transphobia,” said the organisation on its website.
Paddy Power said the ad was a bit of “mild-mannered fun” in the runup to the Cheltenham festival.
The CheltenhamFestival.net website said the campaign was “tongue in cheek” but admitted that some people have found it “in poor taste”.
Paddy Power is no stranger to controversy, having recently featured Imogen Thomas in a football ad campaign titled “Blow Me” in a bid to capitalise on the publicity surrounding Ryan Giggs’s affair.
In 2010 the bookmaker aired what was to become the most complained-about ad of the year featuring blind footballers kicking a cat.
Invited to add their comments, visitors to the site branded it “a disgrace” and “simply horrendous”. “I have never seen such an insensitive hate ad,” wrote Alex Kennedy.
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The anarchy and ecstasy of Cheltenham races | Julian Glover
It’s not just the horses and the crowds. I love Cheltenham because the normal rules don’t apply
Cheltenham is a town of peeling stucco, imperial avenues and festivals. There are famous events for jazz and books, science and classical music – and then this week, and for me the best of all, the annual four-day jump race meeting.
Highbrow to lowbrow, some might sneer: 50,000 inebriates all cheering a field of small men on large horses. But the Cheltenham Festival, which ends today with the Gold Cup, is more than that because, unlike so much modern sport, it hasn’t been drained of life by commerce, with the spectator reduced to an item in a business transaction and the thrills distilled and predictable.
You don’t watch the festival. You really do take part as well: you cheer, stamp, shout, sing, bet and drink. You can cross the course and stare up the famous final hill whose punishing incline is disguised by television – a freedom that will hopefully survive the idiotic protester who ran on to the course during a race yesterday. You can almost touch the horses as they walk on to the course from the parade ring; and look up at jockeys who take huge risks but get few of the rewards loaded on the mollycoddled football superstars.
Without its crowd, Cheltenham would be nothing. I doubt there is any more joyous or energising experience on the planet this week than standing, as I did, in the happy company of others, screaming support as the winners and losers come home. This is an event largely without malevolence: not tribal, or angry. Everyone is more or less on the same side which is why despite the crowds (a quarter of a million people over four days) there isn’t much need for security or control. It can be a bit shambolic, mournful even as the drunks roll home poorer after the last race of the day, but there is a strong sense of collective human experience.
Escapism is often used as a derogatory term, but this grim spring we should value events that allow us to run away for a time from the world’s troubles.
Millions of people are now queueing up online with their credit cards to buy seats for the Olympics in London. “The greatest tickets on earth”, organisers claim – but I doubt this slick multibillion-pound event will match the raw joy to be found at a shabby racecourse by a gridlocked road outside a town in the west of England.
Britain, I suspect, can be broken into two parts: one that has never heard of the Cheltenham Festival and one that adores it. Ireland – which, as everyone always says, is part of what gives the festival its spirit – is different. There everyone knows about Cheltenham. But to the British it is a secret world: a club that draws out the sort of people for whom metropolitan fashions matter little. It is classless, in that it mixes classes with none of the pretension attached to the great fixtures of summer flat racing, events as horribly flashy as gold and crystal on a designer Swiss watch.
Cheltenham is more about mud than money. Yes, huge amounts are bet, the best horses are expensive, and only millionaires can afford to train them. But jump racing isn’t a rich industry or even a financially viable one – especially after the Irish financial crisis – and the connection between the amateur sport and the best is strong. From time to time, the National Velvet tale of the homebred nag who steals victory from the favourite comes true.
Of course there are risks, to the horses – some, happily not many, are injured or killed – and to the jockeys, whose bodies are battered and whose every bone looks in danger of being broken. It can’t be denied that the risk is part of the thrill: if jump racing were safe it would be dressage.
But I don’t think the attraction is the cruelty; rather the sense that mundane rules that apply to so much else about life are lifted for a time. In that sense Cheltenham is liberated, a place that really doesn’t have too much to do with officialdom. It is everything the smart middle classes claim for the Glastonbury Festival, a step out of usual life – except that I think Glastonbury’s claim to anarchy is contrived. If you really want to tune in, turn on and drop out, come to Cheltenham.