Ryanair rapped over ‘sexist’ advert

Ryanair has been rapped on the knuckles over an advertisement depicting a cabin crew member in lingerie.

The airline was one of seven advertisers sanctioned by the Advertising Standards Authority for Ireland (ASAI) following complaints from the public.

In its latest bulletin, the ASAI revealed it had upheld complaints made against adverts for Irish Ferries, Eircom, Sky Ireland, Robert Roberts, the Dublin Mint Office, the Cosmedico Clinic and Ryanair.

The Ryanair advert, ‘Red Hot Fares & Crew!!!’, appeared on the Ryanair website and in the Galway Independent, featuring Gillian, the March Ryanair girl from its charity calendar, and promoting one-way fares from €14.99.

In all, 11 complaints were received from Ireland, Britain, Spain and Belgium, with claims that the advert was demeaning, sexist and rendered women as objects.

Ryanair did not respond to the ASAI’s invitation to comment on the complaints and the advertising watchdog upheld the complaint.

The ASAI told Ryanair that it was not acceptable to use provocative images to sell unrelated products.

Meanwhile, Robert Roberts told the ASAI it would not run an advert for PomeGreat pomegranate juice after a complaint over the credibility of its claims about its health benefits.

Sky Sports ESPN advertised on its website that viewers could see Europa League fixtures on the channel, but a complainant pointed out that this service was not available to Irish viewers due to an airing rights’ issue.

The complainant in an Eircom case contacted the ASAI after her phone line was connected by Eircom three weeks over order — despite the firm’s internet advert claiming delivery within five working days and the company operating a 10-day service level agreement line provision service.

Eircom said that the complainant’s case was an exception to the rule but the ASAI said the advert was “potentially misleading” and ruled it should not appear in its current format again.

In the Irish Ferries case, an advert offering “Britain this Christmas from €79 one way” was limited to travel from Dec 28. The ASAI said it should not run in its current format again.

An advertisement for the Cosmedico Clinic led to a complaint that it was promoting breast surgery at a time when teenagers and children could be watching.

The complainant has a 14-year-old daughter but the advertiser said someone of that age should not be considered a child. However, the ASAI ruled the advert should not run in its current format again.


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