paddypower Cheltenham 2012 ,banned, advert

SuziQ

In response to many complaints about this advert the UK and Irish Advertising Standards authorities have issued their reports and actions required.

Advertising Standards Authority for Ireland Bulletin 12/2 25-4-12 published:
http://asai.ie/complaint_view.asp?CID=950&BID=46
The Committee considered that the concept of a game of indentifying members of the transgender community as portrayed in the advertising was offensive. They considered it was the case that consumers generally objected to the advertisement.
On balance they considered that the advertisement had caused grave offence and therefore contravened Code section 2.15.
The complaint was upheld.
the Committee considered that the presentation in the advertisement had not respected the dignity of these persons. They upheld the complaint under Code section 2.16.
The complaint was upheld.

Action Required:

The advertisement should not be broadcast again.



Advertising Standards Authority UK
ASA Adjudication on Paddy Power plc 16 May 2012
http://www.asa.org.uk/ASA-action/Adjudications/2012/5/Paddy-Power-plc/SHP_ADJ_188096.aspx

We considered that the ad in general and those scenes in particular depicted those negative stereotypes in a way that was also likely to be seriously offensive to trans people..........We concluded that the ad was likely to cause serious offence.

We considered for the reasons given in point 1 above, that the ad trivialised a highly complex issue and depicted a number of common negative stereotypes about trans people. We considered that by suggesting that trans women would look like men in drag and that their gender could be speculated on as part of a game, the ad irresponsibly reinforced those negative stereotypes and, particularly by framing the game in a way that involved a member of the public who had commented on Paddy Power's Facebook page, the ad condoned and encouraged harmful discriminatory behaviour and treatment.

Action

The ad must not be shown again in its current form.




When the ASA ruling was reported by the Irish Times online [Wed 16 May] the report included an embedded link to the 'banned' advert which still plays on the paddypower youtube channel!

If anyone has a Facebook account and would check I'd very much like to know if the advert is linked to on the paddypower page on that site as well.

So are social media sites outside the remit of these bodies. Is such not still considered to be a broadcast? Is the paddypower presence on youtube a commercial arrangement, ie do paddypower pay monies to youtube to be there?

As far as I am aware paddypowers blog associated with their own website is subject to the ASA and ASAI rulings. If so why not the Irish Times and paddypower (social) media sites?
Anyone know?
suzi

drunkmonkey

I hadn't seen the ad until you mentioned it, The Chav ad is funny though. You'd be best ask the question over in legal discussions I think.
Youtube isn't Irish, not sure if it would be governed under UK & Irish law. Getting it removed from the internet completely will be next to impossible, Paddy Power won't do it again to that group so i'd say objective complete.

Annasopra

The ASAI only have authority over TV broadcasting. They can't intervene on internet broadcasting. I Think the British ASA is the same.