A court in Málaga has declared the Ryanair hostess calendar as illegal, as they have deemed it unlawful and unfair to use “women as mere objects” in their advertising of the Irish budget airline, by exploiting women in this way, and have been ordered not to repeat the campaign in the future.
The case was brought to court by a consumer association in December, 2012, which was considered under Article 3 of the General Law on Advertising, in which the question was not a “macho, feminist, or Puritan” consideration.
In the view of the Judge, the use of the female body in this way falls under the “captatoria”, and that “a mere object and observed” which is absolutely disconnected “between the image used and the product being promoted”, in this case, the human female body being used as a tool to sell air tickets.
The court did agree that there was no doubt as to the charitable purposes of the calendar, with proceeds going to a Polish association dedicated to the care of children with cystic fibrosis, but, according to the court, it is also “obvious” that this element “masks” a marketing campaign on behalf of the company, for their commercial gain.
In this respect, the court believes that the calendar uses the female body as a lure to sell tickets, showing the stewardesses in positions deemed “clearly sexually inviting” and incurring discriminatory treatment because when the 2014 calendar was launched, along with the picture of a man wearing a swimsuit, that picture was accompanied by a phrase confirming the fact as false.
Ryanair, who have the right to appeal, issued a statement saying, “We have instructed our lawyers to appeal this ruling regarding last year’s (2013) cabin crew charity calendar, which raised over 100,000 euros for a Polish charity, the TVN Foundation, to help sick children in Poland”. The company also pointed out that is is the advertising of the calendar that has been banned, not the calendar itself.