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Bullshit Hell in a handcart LGBTQ+ Media

How advertising regulation doesn’t work

Last month, the extremely dodgy anti-trans group Fair Play For Women dropped a five-figure sum on a full page advert in the Metro claiming that reforms to the Gender Recognition Act would threaten women’s safety. It was cynical. It was designed to whip up hatred. And it was absolute bullshit.

Some of us complained to the Advertising Standards Agency, which regulates print advertising. They’ve just sent me their verdict.

With regards to the complaint you made, also along with several other complainants, we understand that you are concerned that the ad misleadingly implied that women will be at risk as a result of the Gender Recognition Act consultation. After assessing the ad in light of this concern, we think it may have broken the Advertising Rules on misleadingness and we have taken steps the address this.

Unfortunately the verdict is irrelevant and the steps – telling the group not to make such claims again – are pointless. The advertisement ran, the government consultation is now closed. Trans people were silenced; unfortunately the bigots weren’t.