The Advertising Standards Authority for Ireland (ASAI) has upheld complaints against Irish mobile phone company Meteor over a transphobic advert.

The 42 second promotion depicts a young man dancing with a drag artist in order to use a bar’s free Wi-Fi.

When he realises that Meteor offers a free internet package, the man stops dancing and leaves the bar, while the drag queen spots another unassuming customer at the entrance to the bar.

The advert has been branded as “encouraging a cheap laugh at the expense of trans people” by TENI, the Transgender Equality Network in Ireland.

“This ruling is a victory for the transgender community,” said TENI Director Broden Giambrone.

“We are thrilled that the ASAI has upheld the complaints. We hope this sends a clear message to advertisers that trans people must be treated with the same dignity and respect that all communities should be afforded.”