The Irish bookmaker firm founded in 1988 describes themselves: "Paddy Power is Ireland’s biggest, most successful, security conscious and innovative bookmaker." Read more here

The new Paddy Power ad featuring transgender people was banned after over 100 complaints were received after its airing in February; the ad asked viewers to 'spot' transgendered people featured in the ads, with the announcer prompting viewers to pick out the "stallions from the mares" on Ladies Day at the races.

After the ad ran, gay newspaper Pink News issued a statement saying the advertisement 'dehumanised trans people.'

Paddy Power said the ads contained 'adult humour aimed at an adult audience' and it was 'saddened' some viewers were offended, which was not its intention.

The Irish Times reports Paddy Power said it even consulted the Beaumont Society, the largest and longest established transgender support group in the UK, to ensure the ad met broadcasting and decency standards.

Said Paddy Power in a statement: "Furthermore, we exclusively cast members of the trans community in the various transgender roles in the commercial.. it is worth pointing out that the commercial has almost 600,000 views with twice as many 'likes' than 'dislikes'."

An ad the company ran in 2010 was the most complained about: it featured blind footballers in a 'tribute' to their skills.

Here's the offending ad.. a bizarre choice to be sure.

Here is the blind footballers ad.