CO LAOIS, Ireland - Lidl has been forced to apologize for a billboard advertisement in Co Laois that promoted their Ladies Gaelic Football team.
The advertisement, erected in the town of Portlaoise, used a term related to Irish colonization.
The supermarket giant has apologized for referring to Laois as the "Queen's county" in their latest advertising campaign.
From 1556 to 1922, Laois was known as Queen's county until it was informally changed during the establishment of the Irish Free State.
The billboard advertisement read, "Queen's County Royalty," and featured a photo of Laois Ladies Football star Jane Moore.
According to Laois Live, the German supermarket issued the following statement: "During the creative process for this campaign, Lidl was given two options per county from our design agency." "We are removing and replacing it immediately and apologize for any offense it may have caused," Lidl said.
A spokesperson for the LGFA confirmed to the press that the advertisement was discussed with the Ladies Gaelic Football Association. "From what I understand, these billboards are being altered," they said.
Many people took to social media to express their thoughts on the board, with one user posting a photo of it with the caption: "Hey @lidl_ireland. This is a no."
"OMG! they didn't?"