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
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 .
a. The first ad, published in The Guardian, showed a woman in a bra and pants. She had one hand on her hip and pulled her pants slightly down with the thumb of the other. The headline stated RED HOT FARES & CREW!!! ONE WAY FROM
£ 9.99 . Further text stated BUY THE 2012 CABIN CREW CHARITY CALENDAR ON RYANAIR.COM! , and in the bottom right corner of the photograph, ORNELLA FEBRUARY .
b. The second ad, published in The Daily Telegraph and The Independent, showed a woman in a bra and pants. The headline stated RED HOT FARES & CREW!!! ONE WAY FROM £ 9.99 . Further text stated BUY
THE 2012 CABIN CREW CHARITY CALENDAR ON RYANAIR.COM! , and in the bottom right corner of the photograph, GILLIAN MARCH .
Thirteen complainants, who believed ad (a) was sexist and objectified women, particularly female cabin crew, challenged whether it was offensive and unsuitable for display in a national newspaper.
Four complainants, who believed ad (b) was sexist and objectified women, particularly female cabin crew, challenged whether it was offensive and unsuitable for display in a national newspaper.
Ryanair said the ads promoted their 2012 cabin crew charity calendar and used images taken directly from it. They said, because members of their cabin crew volunteered their time to produce and promote the calendar, it was not sexist and could
not be seen to objectify the women who appeared in it. They said, because similar images of women and men often featured in the same media, the ads could not be deemed offensive or unsuitable for public display.
ASA Assessment: Complaints Upheld
The ASA noted both ads promoted one way fares from £ 9.99 and a cabin crew charity calendar. We also noted the women, featured in ads (a) and (b), were wearing underwear and looking directly at the reader and
considered that, although the images were not overtly sexual in content, the appearance, stance and gaze of the women, particular the one in ad (a), who was shown pulling her pants slightly down, were likely to be seen as sexually suggestive. 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, and therefore concluded that they breached the Code.
Ads (a) and (b) breached CAP Code rule 4.1 (Harm and offence). Action
A Spanish judge has belatedly banned adverts for the 2013 Ryanair calendar featuring female flight attendants in bikinis.
The judge claimed that the calendar, released each year by the low-cost airline in support of charitable causes, was sexist. Ryanair said it would appeal the decision.
Adverts for the calendar prompted an appeal by a gender extremist group, and this week a court in the southern city of Malaga ruled that the adverts treated the women as objects and were discriminatory, Spanish media reported.
The judge reportedly banned the airline from using the pictures and ordered it to publish the judgement at its own expense.
The calendar raised over 100,000 euros for a Polish charity, the TVN Foundation, to help sick children in Poland.