Ryanair criticised over depiction of Leaving Cert student
Ryanair has been rapped by the advertising watchdog for promoting “immoderate or irresponsible drinking” in an advert aimed at Leaving Cert students.
The advert, which appeared on Ryanair’s official Facebook and Twitter accounts. The text in both posts read: “To all #Leaving Cert and #ALevel students: plan your dream summer holiday now so you have something to look forward to. Book on ryanair.com in between ‘studying’ tonight. This could be you.”
The text accompanied an image of a male lying on a beach on his side, as if asleep, with his head supported on his elbow. An empty unidentified bottle, resembling a clear glass wine bottle, was beside him.
The Advertising Standards Authority of Ireland received 12 complaints over the ad stating that it normalised and encouraged drunken behaviour, was irresponsible towards young people and encouraged them to engage in harmful levels of alcohol consumption and failed to adhere to standards pertaining to the depiction of alcohol in marketing communications.
Ryanair said it regretted the complainants’ interpretation of the post as promoting the misuse of alcohol and that this was not its intention. The airline removed the post immediately upon being contacted by the authority, which upheld the complaint but said no further action was necessary as the advert had been withdrawn.
A complaint against blogger Grace Mongey was also upheld.
The complaint related to an Instagram post by the blogger on her Faces by Grace account which indicated that she was working for Boots Ireland but was not hashtagged accordingly with #sp — indicating it was sponsored content.
In response, Boots said its public relations agency had contracted Ms Mongey for a paid engagement to promote the launch of its Digital Advantage card on Instagram.
Ms Mongey said it had been “a mistake” and a case of “human error” in forgetting to use the hashtag and apologised for any confusion caused.
The authority also upheld a complaint against Liberty’s nightclub in Co Donegal over an advert it displayed in the run-up to the Irish Open golf tournament.
The ad featured a close-up rear-view of a woman wearing shorts, a short top, and a golf glove on one hand.
The woman is holding a golf club behind her back which is resting on the top of her thighs, at the edge of her shorts.
The accompanying text read: “Libertys Your 19th Hole for the Summer. Open every Saturday, Bank Holiday Sunday & Friday 6th July. Facebook.com/clublibertys.
The nightclub later for the offence the advert caused and it was removed within three days.
The authority received 64 complaints that the ad was offensive, misogynistic, and promoting rape culture.
