Ryanair ad banned for being 'sexist'

Ryanair has been banned from using two newspaper adverts after readers claimed they were sexist and objectified women.

The Advertising Standards Authority (ASA), which received 17 complaints, said they were likely to cause offence.

The adverts, which appeared in the Guardian, the Independent and the Daily Telegraph, showed women posing in bra and pants with the headline "Red Hot Fares & Crew! One way from £9.99".

Ryanair said the ads promoted their 2012 cabin crew charity calendar and used images taken directly from it.

They said, because members of their cabin crew volunteered their time to produce and promote the calendar, it was not sexist and could not be seen to objectify the women who appeared in it.

However the advertising watchdog considered that, although the images were not overtly sexual in content, the appearance, stance and gaze of the women, particular the one where a woman was shown pulling her pants slightly down, were likely to be seen as sexually suggestive.

It said: "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."

A complaint against online travel agency 7 Continents Travel was also upheld as the ASA claimed the website deals were misleading.

Complaints came after the website advertised flights to Thailand for £130 - exclusive of tax.

The agency has said it had advertised prices exclusive of taxes as they believed customers would not understand that taxes might be more than the fare charged.

The ASA said 7 Continents had to ensure that some flights were available at the "from" prices advertised and to make it clear if availability was limited or offers could be withdrawn without notice.

It also said all flight prices must be displayed including all non-optional taxes, duties, fees and charges.