Ryanair advert deemed ‘sexist’

Two UK newspaper adverts created by budget airline Ryanair have been banned due to ‘sexism’ complaints after appearing in the Guardian, the Independent, and the Daily Telegraph.

The Advertising Standards Authority (ASA) received a flood of complaints, saying the adverts where likely to cause offence, and appeared to be sexist and treat women as objects.

The adverts showed a model scantily-clad in just a bra and knickers with the headline “Red Hot Fares & Crew! One way from £9.99″.

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The airline defended itself by claiming the advert was to promote its cabin crew charity calendar of 2012, and since the crew agreed to take part, it could not be seen as objectifying women.  They argued that similar images of women and men regularly appear in the media and so the advert should not be deemed unsuitable.  

However with the model’s pose and gaze determined ‘sexually suggestive’ the advert has now been banned.

The calendar promotion also caused uproar when it was launched last year with one of the airlines own cabin crew Ghada, quoting “Safety is our number-one priority, not the brand of our underwear.”

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