They said...

7th September 2007 at 01:00

"It's a hot offer and the model dressed appropriately"

Ryanair spokesman


Dressing a model in a schoolgirl's uniform to advertise an airline's "hot back-to school fares" is inappropriate, tasteless and tacky.

The sexualised portrayal of pupils already gives schools a hard time without advertisers joining in. Kidscape, the children's charity, said the ad looked "like it belongs on a soft porn site".

But Ryanair refuses to accept criticism. It was caught out last week by the Advertising Standards Agency for falsely claiming its flights to Brussels were faster than Eurostar. It said the watchdog was "mathematically challenged".

Even if the image for the latest ad is ignored, the promotion may still rankle advertising back-to-school getaways just as staff are returning to school seems like rubbing it in.

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