A Ryanair advert featuring a bikini-clad model and the promise of spring sun has been banned by the Advertising Standards Authority.
The advertising watchdog said Ryanair claimed the promotion included a range of destinations which enjoyed significant daytime sunshine in February and March. “We noted the average daily sunshine hours of the destinations quoted ranged from three to six hours,” the ASA said.
“We noted the maximum temperatures of the destinations, were between 11°C and 14°C for the warmest three destinations; between 6 °C and 9 °C for most of the destinations and between 0 °C and 4 °C for the coldest destination.
“We considered that the average consumer would infer from the claim “Book to the sun now” and the image of the woman sunbathing, in a bikini, with a cocktail, that the promotion included fares to destinations warm enough to sunbathe in swimwear during the promotional period.
“Because we understood this was not the case, we concluded that the ad was misleading.”
A second complaint over the airline’s pricing was ruled to be unsubstantiated and therefore misleading.