AIRLINE pilots objected to an advertisement for Ryanair that showed a hijacked Sudan Airways aircraft. The slogan read: "It's amazing what lengths people will go to, to fly cheaper than Ryanair."
The advertisement was judged to lack a sense of responsibility to consumers and society by the Advertising Standards Authority for Ireland (ASAI).
The main complaints included the Irish Airline Pilots' Association and the International Federation of Airline Pilots' Associations.
They said aircraft hijacking was recognised as a serious criminal act warranting severe penalties. It was in bad taste, they maintained, to capitalise on the misfortune of another airline and to exploit the trauma suffered by passengers. Some considered the advertisement an incitement to commit crime.
Ryanair responded by arguing that the hijacking had raised public awareness of Stansted Airport. Ryanair, as a major operator to the airport, believed it was appropriate for it to seek to build on the awareness generated in the news media.
The advertisement was very much "of the moment" and would not be repeated. The ASM said the code of advertising standards required a sense of responsibility and should contain nothing that might give offence or condone or provoke violence or anti-social behaviour. It ruled the advertisement contravened the code.
Tipperary Natural Mineral Water failed to substantiate claims that its water would "reduce the level of artificial toxins and revive your body" and "improve the condition of your skin".
The claim for the water was made in a direct marketing promotion. According to the ASAI a medical practitioner objected to the advertisement and the complaint was upheld.
According to the Code of Advertising Standards, the advertiser should, on request, supply evidence for any such claim. The advertiser failed to respond to requests from ASAI.
The authority did not uphold a complaint against a radio advertisement for Tampax tampons. The complainant said the advertisement could lead to "untimely questions from children and be the cause of embarrassment to listeners, particularly in mixed company".