The Committee of Advertising Practice has issued an advertising alert via an email to all its members, especially media owners, with a copy of the Ryanair ad and instructions not to accept it if it is presented.
The ad, which has already appeared in the Herald, the Daily Mail and the Scottish Mail, received 13 complaints from members of the public who found the 'Britney Spears' style creative offensive and said that it carried sexual connotations.
Under the heading "Hottest back to school fares", the press ad features a picture of a teenage girl standing in a classroom, wearing a version of a school uniform consisting of a short tartan skirt, a cropped short sleeved shirt and tie, and long white socks.
The ASA instructed Ryanair to withdraw the ad because it considered it to be irresponsible and likely to cause widespread offence.
Peter Sherrard, Ryanair head of communications, said: "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 newspapers regularly run pictures of topless or partially dressed females without causing any serious or widespread offence.
"This isn't advertising regulation, it is simply censorship. This bunch of unelected self-appointed dimwits are clearly incapable of fairly and impartially ruling on advertising."
Sherrard said Ryanair believed there was nothing irresponsible or offensive in the ad.
He said: "Consequently we will not be withdrawing this ad and we will not provide the ASA with any of the undertakings they seek."
Comments
Ryanair have been in trouble with ASA before over the 'green ads' - they back down then but now I think they are standing their ground - should be interesting viewing!
The Ryanair head of communications is right - the model is fully clothed - in a very short tartan skirt, matching tie, shirt with bare midriff and knee-high socks.
Whether or not the model is fully clothed, the sexualisation of a schoolgirl (real or not) to flog cheap tickets on a crap airline is not acceptable. Sherrard is dissembling. Yes, some parts of the media do feature "topless or partially dressed females", but don't allude to the women in question being underage. Ryanair's ad does and the ban is right.
What planet is Ryan Air on? Can you fly there? It's the public that complained about the ad, the ASA had a duty to investigate the complaint! Ryan Air might as well gone the whole hog and given the girl an alcopop...
anyone know how to write a comment in a way that ensures other readers don't miss your attempt at irony? is there a special symbol I don't know about?
Ryanair have got exactly what they wanted out of this: some cheap PR.... it won't be the last time they do something 'outrageous' to try and get some attention...Best to just ignore them.
Another tasteless publicity stunt to generate free publicity. Classless just like their crappy service. About time O'Leary hired an advertising agency. Bunch of cheapskates.
Yes all that and it is the best red story of the day.
Is Mr Sherrard really as odious as his boss, Michael Ryan?
Red story? As in red top Gordon? After all, according the morally outraged clean-living types falling over themselves to condemn it, Ryanair's abominable ad is no better than a page 3. Nay, worse than that. It's tantamount to paedophilia to some eyes. I agree the ad is tasteless and abhorrent. But as you yourself point out, doesn't stop a bit of prurient clicking to check out the offending image. Just as the self-appointed moral guardians will have done one of the following in their life:
* Watched Britney cavort about after double math in pigtails and a tartan belt for 'Hit me baby one more time' and not written a thunderous letter to The Times
*Watched St Trinians (any of the films - from Alistair Sim to Lily Cole) and not complained about how indecent it all is.
*Gone to a Friends Reunited inspired 'Skool Disco' and got their cheap thrills from a bit of adult 'behind the bike sheds' action.
who cares about the schoolgirl? i'd ban it for being crap.
Baning ads for being crap? Suicidal move.
Down with this sort of thing!
Mr T - 30/01/2008
I think its Ctrl + K, J Rigby.
Ryanair just did another advert mocking the French President. Hes trying to sue them. They are so shit they have to rely on crap Publicity stunts to gain PR and a column in the London Lite. Rubbish company, rubbish ideas, im going home to watch eastenders.
The ad stands out cos it's crap. There was a Skechers ad a couple of years ago with Christine Aguilera wearing an almost identical schoolgirl kit, saucing it up with her tits virtually spilling out. It appeared in teen girl mags. Complaints?
Double standards.
The mistake was putting the Ryanair ad in the national press. They should have stuck to the lad mags.
Comments
Craig Miller - 30/01/2008
Ryanair have been in trouble with ASA before over the 'green ads' - they back down then but now I think they are standing their ground - should be interesting viewing!
Jonathan Rigby - 30/01/2008
The Ryanair head of communications is right - the model is fully clothed - in a very short tartan skirt, matching tie, shirt with bare midriff and knee-high socks.
Michael Byrne - 30/01/2008
Whether or not the model is fully clothed, the sexualisation of a schoolgirl (real or not) to flog cheap tickets on a crap airline is not acceptable. Sherrard is dissembling. Yes, some parts of the media do feature "topless or partially dressed females", but don't allude to the women in question being underage. Ryanair's ad does and the ban is right.
Alex Donohue - 30/01/2008
What planet is Ryan Air on? Can you fly there? It's the public that complained about the ad, the ASA had a duty to investigate the complaint! Ryan Air might as well gone the whole hog and given the girl an alcopop...
Jonathan Rigby - 30/01/2008
anyone know how to write a comment in a way that ensures other readers don't miss your attempt at irony? is there a special symbol I don't know about?
Ed Kemp - 30/01/2008
Ryanair have got exactly what they wanted out of this: some cheap PR.... it won't be the last time they do something 'outrageous' to try and get some attention...Best to just ignore them.
Mark Smith - 30/01/2008
Another tasteless publicity stunt to generate free publicity. Classless just like their crappy service. About time O'Leary hired an advertising agency. Bunch of cheapskates.
Gordon Macmillan - 30/01/2008
Yes all that and it is the best red story of the day.
Archie Strang - 30/01/2008
Is Mr Sherrard really as odious as his boss, Michael Ryan?
Colin Montgomery - 30/01/2008
Red story? As in red top Gordon? After all, according the morally outraged clean-living types falling over themselves to condemn it, Ryanair's abominable ad is no better than a page 3. Nay, worse than that. It's tantamount to paedophilia to some eyes. I agree the ad is tasteless and abhorrent. But as you yourself point out, doesn't stop a bit of prurient clicking to check out the offending image. Just as the self-appointed moral guardians will have done one of the following in their life: * Watched Britney cavort about after double math in pigtails and a tartan belt for 'Hit me baby one more time' and not written a thunderous letter to The Times *Watched St Trinians (any of the films - from Alistair Sim to Lily Cole) and not complained about how indecent it all is. *Gone to a Friends Reunited inspired 'Skool Disco' and got their cheap thrills from a bit of adult 'behind the bike sheds' action.
Heather DeLand - 30/01/2008
who cares about the schoolgirl? i'd ban it for being crap.
Colin Montgomery - 30/01/2008
Baning ads for being crap? Suicidal move.
Alex Donohue - 30/01/2008
Down with this sort of thing!
Mr T - 30/01/2008
I think its Ctrl + K, J Rigby. Ryanair just did another advert mocking the French President. Hes trying to sue them. They are so shit they have to rely on crap Publicity stunts to gain PR and a column in the London Lite. Rubbish company, rubbish ideas, im going home to watch eastenders.
Gary Mcleod - 31/01/2008
Fly BA
ronnie blogsville - 31/01/2008
I dont get the ad.
danzalicious - 31/01/2008
FishN Chimps - 01/02/2008
The ad stands out cos it's crap. There was a Skechers ad a couple of years ago with Christine Aguilera wearing an almost identical schoolgirl kit, saucing it up with her tits virtually spilling out. It appeared in teen girl mags. Complaints? Double standards. The mistake was putting the Ryanair ad in the national press. They should have stuck to the lad mags.