Several UK newspaper adverts for budget airline Ryanair have been banned by the Advertising Standards Authority following complaints 17 readers who claimed that they were sexist and objectified women.

The ads featured female crew members in a state of undress alongside the headline “Red Hot Fares & Crew! One way from £9.99".

In its defence Ryanair stated that the image had originally been shot to promote its cabin crew charity calendar and all its models had volunteered for the role.

In a statement the firm protested: “because similar images of women and men often featured in the same media, the ads could not be deemed offensive or unsuitable for public display".

In its ruling the ASA disagreed however, stating that the women’s appearance, stance and gaze, taken together with the headline, directly linked female cabin crew with sexually suggestive behaviour.

The adverts, which appeared in The Guardian, the Independent and the Daily Telegraph, must never be shown again.