RiverTam you are making the assumption they are aware of the context and aware of how this advert would read to certain key groups in that context.
I don't believe it will have been put in that way, and these companies are acting in good faith to simply support trans rights.
But the context is actually a set position on self ID and the GRA consultation, not simply being supportive of trans rights.
That's the problem.
Unless you are in the know about the context itd be easy to not realise what was going on.
And no I don't believe they all 'did their homework'.