A television advert promoting cycling safety in Scotland has been banned for showing a cyclist pedalling down the middle of a road without a helmet.
The advert from Cycling Scotland told motorists to “treat cyclists like you would treat a horse” with the image of a helmet-less cyclists riding down the centre of the road.
Five people complained to the Advertising Standards Authority (ASA) saying that showing a cyclist with no safety gear, such as a helmet or reflective clothing, was irresponsible and possibly harmful. The also complained that the cyclist should have been travelling closer to the curb, rather than riding down the middle of the road.
Cycling Scotland replied to the complaints saying that a helmet was not a legal requirement north of the border and helmets, whilst good for safety in general, can result in motorists treating cyclists more dangerously on the roads and stopping people from taking up the exercise which has other health benefits.
However, the ASA were concerned that the ad would promote more dangerous cycling habit and banned the ad, saying:
“We concluded the ad was socially irresponsible and likely to condone or encourage behaviour prejudicial to health and safety…
Gordon Seabright, chief executive of national cycling charity CTC, said:
“The ASA’s ill-advised decision shows a misunderstanding of common cycle safety issues and risks undermining the promotion of cycling as a safe and normal activity.”
