\"Ryanir

Ryanir boss Michael O'Leary with the cabin crew calendar girls

Ryanair sexy stewardess ad campaign is banned by British authorities

\"Ryanir

Ryanir boss Michael O'Leary with the cabin crew calendar girls

PHOTOS - Slideshow of the 2012 Ryanair Calendar

Michael O’Leary and Ryanair have been slammed for sexist adverts which objectified women.
The budget airline boss has been hauled over the coals for a promotion which featured a scantily clad stewardess in lingerie.

O’Leary, no stranger to controversy, has run foul of the British advertising standards authority, ASA, over the campaign which has now been banned.

Already under fire for his annual charity calendar featuring cabin crew in lingerie, O’Leary has been ordered to stop the saucy campaign after thousands of complaints.

The British authority found the ads to be ‘sexist’ after analysing the complaints, including one from a Ryanair flight attendant who claimed it portrayed cabin crew as glamour models.

The adverts ran with the strap line ‘Red Hot Fares & Crew’ and were deemed offensive after thousands of people backed calls for the promotion to be axed.

The British body also said 17 complainants lodged personal grievances and concluded that the campaign was likely to cause ‘widespread offence’.

In a statement, the authority said that one image, entitled ‘Ornella February’, which showed a model pulling down the top of her pants with a thumb, was particularly ‘sexually suggestive’.

In its defence, Ryanair said that all the images came from its 2012 charity calendar, which raised over a hundred thousand dollars.

-------------------------

Read more:

Top ten reasons why some Irish Americans have no real clue about Ireland

Pressure mounts on Senator Scott Brown to deliver on Irish visas

Irish teen invents teddy bear to teach deaf children sign language

-------------------------

The airline also claimed that the pictures were not sexist because members of staff had volunteered to produce the images.

The advertising watchdog disagreed however. A statement from ASA read: “We also considered that most readers would interpret these images, in conjunction with the text ‘Red hot fares & crew!!!’ and the names of the women, as linking female cabin crew with sexually suggestive behaviour.

“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, when displayed in a national newspaper.”

Public opinion against the promotion was mobilized by an online campaign led by a flight attendant called Ghada.

At the time she said: “I’m a member of cabin crew. I love my job and take it seriously, so I was disgusted to see this Ryanair ad which basically portrays cabin crew as glamour models.

“My work colleagues, many of whom are male, work hard with me to ensure the safety of our passengers.

“Safety is our number-one priority, not the brand of our underwear.”

PHOTOS - Slideshow of the 2012 Ryanair Calendar

COMMENTS

Log in with your social accounts:

Or, log in with your IrishCentral account:

Forgot your password ?

Don't have an account yet? Register now !

Join IrishCentral with your social accounts:


Already have an account ?

For Newsletter Subscribers – Draw for 1 Prize on December 31st.

Prize: Your Piece of Ireland – a Square of Land in the heart of the Glens of Antrim, Ireland

More details here (or you can buy a little piece of Ireland directly): http://bit.ly/1zew9ox

Terms & Conditions

Or, sign up for an IrishCentral account below:

By clicking above you are indicating that you have read & agree to our Terms and Privacy Policy.


Make sure we gathered the correct information from you

By clicking above you are indicating that you have read & agree to our Terms and Privacy Policy.


You already have an account on IrishCentral! Please confirm you're the owner.


Our new policy requires our users to save a first and last name. Please update your account: