Irish low-cost carrier Ryanair has been criticised by the UK’s Advertising Standards Authority (ASA) for running a ‘sexist’ advertising campaign in some British newspapers. The adverts have now been banned
The ASA has stated that the adverts, featuring a woman wearing a bra and pants: “objectified” women and was likely to cause “widespread offence”.
The ASA said it has received 17 complaints about the adverts, which had a ‘Red Hot Fares & Crew!!!’ headline.
The airline said the advertising campaign included photographs taken from the 2012 edition of its annual cabin crew charity calendar.
The ASA stated that Ryanair had said the images were not sexist because its staff members had volunteered to be in the photographs.
The watchdog concluded: “We considered that most readers would interpret these images, in conjunction with the text ‘Red Hot Fares & Crew!!!’ and the names of the women, as linking female cabin crew with sexually suggestive behaviour.
“Although we acknowledged that the women in the ads had consented to appear in the calendar, we considered that the ads were likely to cause widespread offence, when displayed in a national newspaper.”