News: Ryanair slammed over provocative ad

Flights > News > # 1666 (31/01/2008)

Ryanair has been criticised by the Advertising Standards Authority (ASA) over an advert it placed in several newspapers last summer.
The ASA reprimanded the no-frills airline for its use of an image showing a model dressed as a schoolgirl, along with the headline "Hottest back to school fares".
In a statement the regulator claimed that the promotion "appeared to link teenage girls with sexually provocative behaviour and was irresponsible and likely to cause serious or widespread offence."
However, Ryanair's head of communications Peter Sherrard slated the authority's comments, as well as its ruling that the advert should not be used again.
"It is remarkable that a picture of a fully clothed model is now claimed to cause 'serious or widespread offence', when many of the UK's leading daily newspaper regularly run pictures of topless or partially dressed females without causing any serious or widespread offence," he said.
Earlier this week Ryanair faced further criticism over its advertising, with the office of French president Nicolas Sarkozy threatening legal action over an advert used by the airline depicting the politician and his girlfriend Carla Bruni.

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