Adverts promoting Ryanair’s cabin crew calendar have been banned as being likely to cause “widespread offence”.
The Advertising Standards Authority stepped in after receiving 17 complaints that the ads were sexist and objectified women.
The advertising appeared in the Guardian, Independent and Daily Telegraph. The airline said they promoted its cabin crew charity calendar and used images taken from it.
The ads said: “Red Hot Fares and Crew! One way from £9.99”. Ryanair said crew members had agreed to take part so the ads could not been seen to objectify women.
“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,” the budget carrier said.
But the ASA, ruling that the adverts should not appear again, said: “We considered that the ads were likely to cause widespread offence when displayed in a national newspaper.”
The advertising watchdog 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 code.
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