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The advertising watchdog has banned a Ryanair newspaper campaign featuring scantily-clad flight attendants, ruling that it linked female cabin crew with sexual behaviour and should not have appeared in national newspapers.

Ryanair ran two newspaper ads in the Guardian, Daily Telegraph and Independent featuring flight attendants in their underwear with the strapline: "Red hot fares & crew."

The two flight attendants feature in February and March in the annual Ryanair charity calendar.

Ryanair, the Irish budget airline which has been referred to the Office of Fair Trading in the past over repeated breaches of the advertising code, was challenged over the ads by an online campaign led by an unnamed female flight attendant and signed by more than 11,000 people.

The Advertising Standards Authority received 17 complaints that the ad campaign was sexist, objectified cabin crew and was "offensive and unsuitable" to appear in a national newspaper.

Ryanair defended the campaign, arguing that because the ad used images taken from the charity calendar that the flight attendants had agreed to appear in, was not sexist and did not objectify women.

The ASA said that although the images were not overtly sexual the appearance, stance and gaze of the women were likely to be seen as sexually suggestive.

"We also considered that most readers would interpret these images, in conjunction with the text ... and the names of the women, as linking female cabin crew with sexually suggestive behaviour," the ASA said.

"Although we acknowledged that the women in the ads had consented to appear in the calendar, we considered that the ads were likely to cause widespread offence, when displayed in a national newspaper, and therefore concluded that they breached the [advertising] code."

A Guardian News & Media spokeswoman explained said the ad appeared in the newspaper by accident after a "system breakdown" meant that it was not pre-vetted before it appeared.

"The advert in question - which also ran in other quality newspapers - appeared in some editions of the Guardian in error due to a systems breakdown that normally allows us to vet adverts before they are printed," she added. "We regret that it caused offence to some of our readers and we apologised personally to those who complained about it at the time."

A spokeswoman for the Independent declined to comment on the newspaper's decision to feature the ad. The Daily Telegraph had not responded to a request for comment at the time of publication.

Ryanair remained unrepentant about its decision to produce the ad campaign, pledging to continue to advertise its annual charity calendar when the 2013 edition appears in November.

"Unlike heavily advertised calendars by famous glamour models, the entire sales proceeds of the Ryanair cabin crew charity calendar goes to charity," said Stephen McNamara, head of communications at Ryanair. "The PC quacks at the ASA received just 17 complaints about ads for the 2012 Ryanair calendar, and every year 10,000 people buy a copy of our calendar to help raise €100,000 to change the lives of those who need help the most, and for this reason Ryanair will continue to produce, promote and advertise our charity calendars."
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The advertising watchdog has banned a Ryanair newspaper campaign featuring scantily-clad flight attendants, ruling that it linked female cabin crew with sexual behaviour and should not have appeared in national newspapers. Ryanair ran two newspaper ads in the Guardian, Daily Telegraph and Independent featuring flight attendants in their underwear with the strapline: "Red hot fares & crew."