A trans woman in Warrington where this poster is most widely distributed has made an official complaint, and a request for it to be removed. NHS Warrington, the organisation behind the image, has claimed that they consulted with the "national lead for the transgender community", and that they saw no problem with the image. I am slightly dubious about that claim, and would like to know what 'national lead' they spoke to. Perhaps the UK is much more organised than Australia, but it seems unlikely that there is one organisation or person who is the 'national leader' for trans people.

As was pointed out at the Sociological Images blog:

The ad is relying on the viewer being disgusted at the idea of a masculine face covered in make-up. That is part of what is supposed to create a negative reaction. But make-up and masculinity are not intrinsically or naturally at odds. We only believe this to be so.

Relying on people to be disgusted by a masculine face wearing make up? Thats transphobia, and that should not be acceptable.