Ryanair “sexist” ad banned

A “sexist” Ryanair ad featuring cabin crew staff in their underwear has been banned for being sexually offensive and likely to cause offence.

Ryan Air

The Advertising Standards Authority (ASA) says that “although the images were not overtly sexual in content, the appearance, stance and gaze of the women…were likely to be seen as sexually suggestive”.

The low-cost carrier’s “red hot fares & crew!” press ads, which ran in newspapers including The Guardian and The Independent, promoting its 2012 cabin crew charity calendar showed women posing in their bra and pants.

The ad attracted complaints that it was sexist, objectified women and was offensive.

Ryanair says the ads promoted its 2012 charity calendar and the images were taken directly from it.

The airline says as members of their cabin crew volunteered their time to produce and promote the calendar, it was not sexist or objective.

It added that because similar images of men and women often featured together, the ads could not be deemed offensive or unsuitable for public display.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here