Ikea ad upsets Thai Trans group - report

Thai Transgender Alliance have sent an open letter to IKEA to complain about a 'negative and stereotypical' advert, Gaystarnews online reported on January 22. (Scroll down for video)

The offending advert, called Luem Aeb (meaning ’forget to deceive’), was broadcast on Bangkok’s sky train system from December 28 to January 13 and on YouTube.

’The MTF transgender/transwomen character is openly mocked as being "deceitful",’ read the open letter to IKEA from Thai Transgender Alliance.

’The transgender content of the advertisement is negative and stereo-typical in nature, perpetuating misunderstanding transgenderism as human sexuality for "deceitful and deviant lifestyle".’

The advert shows a woman who is so surprised by a sale item that she speaks with a male voice. The man she is with looks shocked and horrified. The last scene of the advert shows the man running away as the woman carries a box of flat-packed furniture by herself.

The letter from Thai Transgender Alliance demands that IKEA Global issue an official public statement about the advert.