Ryanair's bikini advert banned by ASA

image captionThe advert can no longer be used following the ruling

A Ryanair advert that promoted tickets to a place in the sun has been banned as the destinations only had temperatures of between 0C and 14C.

The advert, with a bikini-clad woman, was criticised by the Advertising Standards Authority, which said that some of the tourist spots had as little as three hours of sunshine a day.

Ryanair said it "noted" the ruling.

Rival Easyjet also accepted a ruling from the watchdog on misleading claims about the price of tickets.


Ryanair's advert, showing a woman holding a cocktail, offered flights from £8 with the invitation to "Book to the sun now".

However, in some of the destinations the temperature fell to as low as 0C during the promotional period.

"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," the advertising watchdog's ruling said.

"Because we understood this was not the case, we concluded that the ad was misleading."

Ryanair complained about an advert from rival Easyjet, which said "We charge you less" on business travel.

Ryanair said its fares were cheaper on a number of the routes. The ASA upheld the ruling, and ordered Easyjet not to run it again.

A spokesman for the airline said: "Easyjet is happy to comply with the ASA's ruling on this technical point."

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