Ryanair, Ireland’s low cost airline, has been chastised over an advertisement showing a cabin crew member dressed in lingerie.
The Advertising Standards Authority for Ireland (ASAI) has upheld public complaints lodged over the airlines advertisement which they say was “provocative and had been used merely to attract attention”.
The ad, which appeared on the Ryanair website and in the Galway Advertiser, featured a Ryanair stewardess in her lingerie with the headline "Red hot fares and crew"
In total 11 complaints were received from Ireland, Britain, Spain, and Belgium which claimed the advert was demeaning, sexist and rendered women as objects.
Ryanair 2012 Calendar slideshow
Ryanair did not respond to the ASAI’s offer to comment on the complaints. The advertising body told the airline it was not acceptable to use provocative images to sell unrelated products such as airline seats.
The ASAI has upheld 38 complaints against the low-fare airline in the past decade.
Commenting on the ruling, a Ryanair spokesman described the process as pointless.
"Today's ruling shows how pointless this process is,” he told the Irish Independent.
“A handful of prudes complained but 10,000 bought the calendar, which proves you can't please all the people all of the time, but with our charity calendar and low fares, Ryanair pleases most of the people most of the time."