Supermarket giant Lidl has been forced to apologise over a billboard advertisement in Co Laois that was used to promote their Ladies Gaelic Football team.
The ad used a term relating to the colonisation of Ireland and was erected in the town of Portlaoise.
Lidl has been forced to apologise after referring to Laois as the “Queen’s county” in their latest advertising campaign.
Laois was known as Queen’s county from 1556 until 1922, when it was informally changed during the establishment of the Irish Free State.
The billboard ad read, “Queen’s County Royalty” and used a picture of Laois Ladies Football star Jane Moore.
Laois Live reported that the German supermarket said in a statement: “During the creative process for this campaign Lidl were given two options per county from our design agency. It seems that for Laois this option was incorrectly sent to print, the actual one chosen by Lidl should say ‘Coming back for Moore’.
"We are removing and replacing the creative it immediately and apologise for any offence it may have caused.”
A spokesperson from the LGFA confirmed to the Irish Mirror that the Ladies Gaelic Football Association were consulted about the advertisement. “My understanding is that these billboards are being altered,” they said.
Many people took to social media to share their opinions on the board, with one user sharing a picture of it and saying: “Hey @lidl_ireland. This is a no.”
Another said: “OMG! They didn't?”
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