In
about a month after the release of the 2012 edition of Ryanair's Cabin
Crew Charity Calendar, the Swedish Advertising Ombudsman (Reklamombudsmannen-RO)
has received 33 complaints about adverts promoting the calendar.
[Thirty Three] People think the advertisment is sexist and that it
doesn't belong on a website meant to sell plane tickets, Advertising
Ombudsman Elisabeth Trotzig told The Local.
33 complaints lands the Ryanair calendar campaign second only to an
ad campaign for the Victoria Milan dating service, which supposedly
encouraged marital infidelity, in terms of the number of complaints
filed with the Ombudsman.
Ryanair now has two weeks to respond to the Ombudsman about the
complaints, after which the watchdog will decide how to proceed with the
case.
Ryanair's spokesperson Stephen McNamara rightly didn't seem bothered
by Swedish complaints over the calendar, a project the airline has
carried out annually since 2008.
Ryanair's cabin crew calendar has raised EUR500,000 ($672,000) for
charity in just five years and we will continue to support the right of
our crew to take their clothes off to raise money for those who need it
most, he told The Local.
In line with previous years, all 10,000 copies of the 2012 edition of
the Ryanair swimsuit calendar have been sold.
Update: Now miserable Brits have a whinge at a
Ryanair advert
14th December 2011. See article
from guardian.co.uk
The advertising watchdog is to launch an investigation into an ad
campaign by Ryanair featuring a flight attendant in modest lingerie
after whinges that it made it cabin crew look like glamour models.
The slightly pulled down bikini bottom is sure to offend that advert
censors of ASA. After all they do have a reputation to uphold as the
Daily Mail of media censors.
The Irish budget airline ran a newspaper ad featuring a lingerie-clad
flight attendant called Ornella, who appears as the model for the month
of February in the Ryanair charity calendar, with the strapline red
hot fares & crew.
Ryanair has now been targeted by an online nutter campaign backed by
more than 7,000 people.
The Advertising Standards Authority has received 10 complaints from
nutters who claim that the ads are sexist and objectify women,
particularly female cabin crew. The complainants allege that they
are offensive and unsuitable for display in a national newspaper.
Irish
airline Ryanair announced its decision to defy the orders of the
UK advertising watchdog, and continue to run a controversial ad
that was told to be taken out of circulation.
The
supposedly shocking Ryanair ad features a young woman in a
classroom: she has a bare midriff and is wearing a short skirt,
knee-high stockings and a tight blouse and school tie. The ad
was published in three newspapers - the Herald, the Daily Mail
and the Scottish Daly Mail - which have a combined readership of
3.5million. Was ‘widespread offence’ taken? Not quite; not even
nearly. Out of more than three million people who will have seen
the ad, 13 complained - yes, 13. That is about the same number
of people who were on the downstairs level of my bus this
morning. Yet the ASA agreed with these 13 super-sensitive souls
that the ad was a shocker, and ruled that the model’s appearance
and pose, ‘in conjunction with the heading “HOTTEST”’, suggested
a link between ‘teenage girls and sexually provocative
behaviour’ (5). Thus the ad was ‘irresponsible’; thus it must be
expunged from the public realm.
Low-cost
airline Ryanair has received a reprimand from Sweden's Trade Ethical
Council against Sexism in Advertising (ERK) for an ad campaign featuring
a scantily clad woman posing as a schoolgirl.
