Ryanair 'sexist adverts' banned after complaints
Ryanair has been reprimanded by the ASA on a number of occasions over the yearsTwo UK newspaper adverts for budget airline Ryanair have been banned after complaints from readers that they were sexist and objectified women.
The Advertising Standards Authority (ASA), which received 17 complaints, said they were likely to cause offence.
The adverts showed women posing in bra and pants with the headline "Red Hot Fares & Crew! One way from £9.99".
Ryanair said since crew members volunteered to take part, it could not be seen to objectify women.
The airline said the adverts promoted its cabin crew charity calendar and used images taken directly from it.
The adverts featured in the Guardian, the Independent and the Daily Telegraph.
Ryanair said "because similar images of women and men often featured in the same media, the ads could not be deemed offensive or unsuitable for public display".
However, the ASA found the women's appearance, stance and gaze - together with the headline - would be seen as linking female cabin crew with sexually suggestive behaviour and breached the advertising practice code.
"We considered that the ads were likely to cause widespread offence, when displayed in a national newspaper," it said.
The advertising watchdog said the adverts must not appear again.
Ryanair has been reprimanded by the ASA on a number of occasions over the years.
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