Three Mobile has come under fire for a billboard advert that says "It turned out he was a she".
The ad in Dublin was to reference the mobile phone company's unlimited data plans and makes a dig at rival Vodafone at the same time.
A passer-by uploaded a photo of the ad in Dublin to Facebook, criticising it for being "transphobic". Anne MacCarthy Adams had captioned it: "Why are 3 being transphobic in their new ad campaign!? Today sees legislation go through the Oireachtas that provides much needed recognition and respect to some of our most vulnerable members of society and 3 thinks this is a good creative to post!? #TakeItDown Transgender Equality Network Ireland".
In response, Three Ireland apologised and said it had removed the ad, but not before it sparked outrage on Twitter too.
Under the original Facebook post, Three Ireland apologised for any offence caused and explained that the concept of the ad had been misinterpreted.
The mobile provider also said it would remove the ad after the feedback it had received.
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