Isn't the UK Advertising Standards Authority amusing? I mean, seriously. It is not a government body, but you can be sure that if it didn't exist, the government would create it. It has ruled that an ad, that I and millions were unaware of, is offensive.
Now of course, it's been far more widely seen than it was originally, and Ryanair is laughing, and rejecting the finding.
The ad is shown here in the Sun, (mildly NSFW) depicting an adult woman dressed as a tarty schoolgirl. The problem is it "appeared to link teenage girls with sexually provocative behavior" which of course is a link that is completely unjustified. There is no claim the young woman in the ad is under 18, or really a schoolgirl, and she is wearing a uniform that is more likely to be seen at School Disco club events, rather than real life. However, it clearly can't be allowed in post "Carry On" straight laced, highest teenage pregnancy rate in Europe, Britain.
Of course, surely it should be up to the newspapers carrying the ad, which were the Daily Mail, the Herald and Scottish Herald, to decide whether it is offensive. They are best able to judge their readership. I almost never buy The Independent or the Daily Mail because I often find their content offensive, for example.
Ryanair is up for a fight as "Ryanair head of communications Peter Sherrard said the airline was refusing to withdraw the advert in light of the ASA ruling...Ryanair believed there was nothing irresponsible nor offensive in its advert. “Consequently we will not be withdrawing this ad and we will not provide the ASA with any of the undertakings they seek,” he added"
According to the BBC, none of the papers that ran the ad will run it again - but I wouldn't bet it is the last time it will be shown. After all, one thing about the UK, it is full of pervs!
Oh and if you don't like it, don't fly Ryanair. I don't, and it's not because of its ads!