A photo of a new controversial advert from phone network Three has caused a stir online today, with people deeming it offensive and transphobic.

UPDATE 16:57PM:

Three have responded to criticisms over the seemingly transphobic billboard advertisement.

Three stated, ” We’re sorry for any offence this caused, it was not our intention. This is part of a wider ad campaign. The wider campaign gives examples of when you can often miss the best bits of TV/films while you’re streaming. We hope this explains the concept and shows that no offence was intended at all.”

A Twitter user posted the photo of the billboard this afternoon on the microblogging site.

Hi @ThreeCare. Can someone explain this ad in Stoneybatter? Certainly insensitive, possibly transphobic, not okay. pic.twitter.com/uun3oVDOha

— Luke Field (@LukePField) July 15, 2015

@ThreeCare Just to be clear, I’m a Bill Pay customer with Three and this line of marketing would make me strongly consider changing network.

— Luke Field (@LukePField) July 15, 2015

Before long, many users joined in stating that they will boycott the mobile service provider and demanded that Three respond to criticism.

@SamanthaCooney @derhoward @ThreeIreland @LukePField what the hell?will be asking my employer to switch providers. — Sarah Ní Riain (@froodie) July 15, 2015

@froodie @SamanthaCooney @LukePField Seriously! @ThreeIreland response please?

— Der Howard (@derhoward) July 15, 2015

Ironically, today happens to be a monumental day for trans rights in Ireland, as the Gender Recognition Bill 2014 will enter it’s final stages in The Seanad before being signed into law.