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Three have been forced to apologise for any offence caused by this 'transphobic' billboard

The controversial billboard has done the rounds on Twitter this afternoon.

11059712_10153422343860792_5501313651657341999_n Anna Mac Carthy Adams / Facebook Anna Mac Carthy Adams / Facebook / Facebook

THREE IRELAND HAVE come under fire this afternoon for a billboard ad, which many have called “transphobic”.

The billboard is designed to promote Three’s data plans and reads:

Sorry Vodafone customers, it turned out he was a she after you’d used all your data. Enjoy the finale without the data dread.

While the ad appears to be about running out of data while streaming TV on your phone, many Irish Twitter users have condemned the ad and described it as “transphobic”.

Transgender Equality Network Ireland (TENI) was among those to question the ad.

Other people criticised the campaign for treating transgender people like a “punchline” or “joke.”

Yesterday, Three’s customer care account attempted to explain the ad.

…with mixed results.

Some people have defended the ad and stated that while it may be poorly executed, it isn’t necessarily transphobic.

This afternoon, Three Ireland took to Facebook to apologise for any offense caused and explained the concept of the ad.

It’s part of a wider campaign that gives examples of when you can often miss the best bits of TV/films when you’re streaming because you’ve used all your data.


However, it hasn’t exactly gone down well with everyone.


This isn’t the first time a mobile phone provider in Ireland has been accused of transphobia.

In 2012, Meteor was heavily criticised for an ad that TENI said “encouraged a cheap laugh at the expense of trans people”.

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