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Swedes aghast over Ryanair bikini calendar

Swedes aghast over Ryanair bikini calendar

Published: 07 Dec 2011 11:36 GMT+01:00
Updated: 07 Dec 2011 11:36 GMT+01:00

Sweden's advertising watchdog has been flooded with complaints concerning an advertisement for a calendar featuring scantily clad Ryanair stewardesses.

Less than a month after the release of the 2012 edition of Ryanair’s Cabin Crew Charity Calendar, the Swedish Advertising Ombudsman (Reklamombudsmannen-RO) has received 33 complaints about adverts promoting the calendar.

“People think the advertisment is sexist and that it doesn’t belong on a website meant to sell plane tickets,” Advertising Ombudsman Elisabeth Trotzig told The Local.

The wave of complaints lands the Ryanair calendar campaign second only to an ad campaign for the Victoria Milan dating service, which encouraged marital infidelity, in terms of the number of complaints filed with the Ombudsman.

Ryanair now has two weeks to respond to the Ombudsman about the complaints, after which the watchdog will decide how to proceed with the case.

According to Trotzig, the Ombudsman isn't likely to issue a statement on the case until after Christmas.

Ryanair’s spokesperson Stephen McNamara didn’t seem the least bothered by Swedish complaints over the calendar, a project the airline has carried out annually since 2008.

"Ryanair's cabin crew calendar has raised €500,000 ($672,000) for charity in just five years and we will continue to support the right of our crew to take their clothes off to raise money for those who need it most," he told The Local.

In line with previous years, all 10,000 copies of the 2012 edition of the Ryanair swimsuit calendar have been sold.

The resulting €100,000 in proceeds are set to be donated to the organization DEBRA, which helps children with the genetic skin disease Epidermolysis Bullosa, which leads to extremely sensitive and fragile skin.

Joel Linde (news@thelocal.se)

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Your comments about this article

11:45 December 7, 2011 by BrittInSweden
Where do I get said calendar?
11:47 December 7, 2011 by DAVID T
haha - love it - only Sweden and their uptight feminists get pissed off - the rest of europe understands - and this from a country that shows hard core porn on the tv every night
11:48 December 7, 2011 by Åskar
Is that their new in flight uniforms?
12:13 December 7, 2011 by SimonDMontfort
"Swedish advertising watchdog" is "flooded" with complaints. Really? Well..."33" actually, says the article - out of a population of around 9 million Swedes.

Perhaps a sense of proportion might be in order?

Maybe the Ryanair management is even now regretting they didn't have a few male "stewardesses" in the photo, dressed in jock-straps, mixed in with the female "stewardesses". Lol!!
12:19 December 7, 2011 by KPA65
And they say us irish are uptight about a bit of flesh on show!...i have a calendar for my swedish husband and i'm sure he won't be complaining to anyone anytime soon..:)))
12:40 December 7, 2011 by Beavis
I hope they sent the calender of Oleary posing in underwear again to the feminisit nutjobs
12:41 December 7, 2011 by philster61
So Swedes are now becoming as prudish as the English.....haha
12:48 December 7, 2011 by Paddy
Good tits and arses.
12:48 December 7, 2011 by Liquidmonkey
how is this sexist?

woman are cleaning the mens showers during the day and THATS OK??!?

what the f?

ryan air is raising money for charity as well.

must be a bunch of over weight jealous people doing the complaining here.

move along..
12:51 December 7, 2011 by Marc the Texan
Well covering up more and more is a trend that is already baked into 21st century Sweden.
13:43 December 7, 2011 by London_Jim
Surprised as all the stewardesses I see when flying to GBG on Ryanair are hideous.

Bovine Polish biffers mainly.
13:58 December 7, 2011 by OMaHTLD
lol, seems to be a bit of a theme these days mate, I remember it being different when I started flying in the late 70's.... Was too young to fully appreciate it then though.
14:33 December 7, 2011 by spo10
H&M, hire these women for your lingerie campaign. Enough with the fake computerized bodies. :D
14:52 December 7, 2011 by Svensksmith
Thanks for the new screensaver.
15:35 December 7, 2011 by Vill
If I fly on one of their airplanes and the flight attendants do not look like those ladies then I am suing for false advertisement. :P
16:17 December 7, 2011 by Abe L
They obviously complained about the bad looking females putting up for display, Swedes are simply used to their own much better looking ones.
16:17 December 7, 2011 by Opinionfool
It's not the content of this calendar that is offensive but the producer. Ryan Air, despite this charitable claim, has the worst track record of all airlines for discriminating against disabled people.
17:12 December 7, 2011 by tgolan
how do I get a copy??
17:23 December 7, 2011 by ringorm
Shut up and take my money.jpg
18:08 December 7, 2011 by kenny8076
simon you dont understand!! 33 IS flooding in Sweden!!! have to have the fika breaks and solitaire time!!
18:14 December 7, 2011 by J Jack
I love it! And I'm sure I would be proud if my daughter became a cheerleader or calendar model .. those annoyed feminists ought to do something about their self image .. they ought to aspire to be more attractive to men.
18:27 December 7, 2011 by swenrika
Oh boy, I suppose no Pirelli calender in Sweden either then ? LOL... if that is the sum of problems we have, then I LOVE THIS COUNTRY :)
18:43 December 7, 2011 by Frobobbles
Swedish feminists hate one thing more than anything else: beatiful women.
19:45 December 7, 2011 by Chuck_Norris
This is truly a first world problem
20:14 December 7, 2011 by big5
I want one, will put it up at work.
22:20 December 7, 2011 by occassional
Good thing the menopausal women with facial hair and bunions that make up the SAS cabin crews are not posing for a competing calendar. Thank heaven for small mercies.
01:46 December 8, 2011 by Da Goat
Jealousy sure is a curse!
03:33 December 8, 2011 by QuillsandThrills
I consider myself to be a feminist, but these women have - incredibly kindly - posed to raise money for charity. As I have the skin condition they are raising money for, I greatly appreciate the calendar being made. The advert is no worse than what people will see on a beach at a holiday destination, so will all of this considered, I cannot see the problem!
11:15 December 8, 2011 by yourkidding
Sex sells and it is just fact that the executives át the top of most businesses are men so...You do the math. Until women run corporations, women will be sexually exploited to make money. Actually, this is pretty tame. But you can bet this article will be on the Locals cover page for a very long time. Someone on the Local staff is very partial to pictures of women in various states of undress and there are usually several busty photos gracing the Local every week. Photos selected in the highlights section usually have several "bulbuous babes" weekly ;-)
13:31 December 8, 2011 by BritVik
Ryanair is only telling you in a less than subtle way how much luggage you can take with you on their flights.
16:30 December 9, 2011 by mbss
I have always disliked Ryan Air's one-sided perspective on gender--and while I have no problem per se with making money from sex (which is what the calendar is all about), I have a problem with their not remembering that better than 50% of their customer base is women--who might actually consider buying the calendar if it included their male flight attendants also.

Feminism is not the issue here, although typically, the feminists are the one to notice and speak out loudly about rather visible inequalities.

And for those of you who don't know about marketing stats and response rates...it is generally understood by marketing and sales specialists that once more than 10 individuals comment on a phenomenon, then every comment is equivalent to approximately 10,000 equal views. So, 33 may actually mean 330000--and many of them likely men in Sweden too where we are quite proud of our respect for each other and for our sexuality too!
17:35 December 9, 2011 by Greekfan
Wel,l money for charity and loads of publicity. I would say it is a case of Job Done!
17:50 December 9, 2011 by Michael Whitfield
Ryanair! As Christopher Walken would say. 'WOW'
19:37 December 9, 2011 by BritVik
Just a thought - how many Swedes can actually spell AGHAST, let alone know what it means??
21:42 December 9, 2011 by mbss
I like to encourage polite exchange in these "Local" forums (or fora), but BritVik, you do like to provoke, don't you? Although it's hard to compare a nation of 9+ million to an island and a half of 60+ million (territories and dependencies excluded), I think you might be surprised how many of us can spell "aghast" and actually use the word in context. But since it is not a commonly used word in the English language, and Swedes speak Swedish first and foremost, the question might be, how many Brits, or English-speaking people, can spell the word and how many know what it means?

At any rate, I think the headline also intends to provoke a bit, right? Swedes are seldom "aghast" of or about anything. It goes against our rather calm nature ;-)
22:38 December 9, 2011 by Rebel
Poor feminists. These women just know that there is no way any of the models would date them.
16:14 December 10, 2011 by tetrahedron
Why don't they show naked young women on their brochures advertising nudist destinations like they did in the '80s and '90s? This is just another example of how society has become more prudish in the last 10 years - and yet there has been a vast increase in people watching porn due to the Internet. This is an anomaly that I can't understand.
20:30 December 10, 2011 by Cage
These are grown women doing what they want with their bodies, they are empowered. This is probably one of the few times I actually read some good news about RyanAir.
21:03 December 10, 2011 by yourkidding
Told ya the Local would keep this article on the front burner. Someone (or everyone) sure enjoys the half naked lady pics. :-)
14:04 December 11, 2011 by GLO
Who has the time to even consider this a problem! Fools go by.....
15:10 December 11, 2011 by looking4ajob
Oh come on!! Its OK to plaster " Im f**king Matt Damon " all over the city on the bus stops but there is a problem with this calendar?? Give me a break!!
04:18 December 12, 2011 by Roger O. Thornhill
I would love to fly Ryan Air although if one of those girls walked by she could expect a bite in the bum.
16:12 December 12, 2011 by mcarroll1
What a hoot, O'Leary cocks a snoot as Swedes aghast ,more at the prospect of not getting their hands on one of these calenders of unabashed beautiful true feminists displaying their wonderful forms for charity. Aghast!! what a blast, some of you Swedes live in the past.
10:39 December 13, 2011 by Lukestar1991
@ DAVID T

I'll surely believe that when i see it. This is just plain stupid. What a load of bull, if they explained the cause to passengers rather than spread this garbage then they would definately donate to the charity.
16:32 December 13, 2011 by Uriel9
33 complaints is enough to write a newsstory? Then Swedes, and the rest of the world, is Aghast over most things that exist in this world
04:17 December 19, 2011 by yourkidding
A week on and still going strong. Got a news story you want to get some press on the Local? Just add a picture with some boobs and bums and it will stay on the main page forever. LOL
14:47 December 19, 2011 by skogsbo
well if they average crew looked like this, I could forgive them for their rudeness and incompetance! I bet BA does a better class of calender. I would have bought the calendar but I was skint after paying for my priority boarding, lottery ticket, food, drink and other high quality merchandise they pedal ! :)
13:18 December 20, 2011 by yourkidding
week 2 and still going strong! Amazing how relevant asses and boobs are in the world's news, as opposed to famine, floods, political corruption etc. I guess the Local staff gor their journalistic credentials from an printable "fill in" form in the back of a "Hustler" magazine.
08:19 December 25, 2011 by nigeles175d
And all this from the hypocrites that promote Valeria Solanas' SCUM Manifesto of hatred towards all men and boys in schools together with Eve Ensler's lesbian rape in the Vagina Monologues. A quick browse around avoiceformen.com can act as a revelatory clue-bat.
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