Cycling safety video banned because it showed cyclist with no helmet

A television advert promoting safe cycling has been banned for showing a cyclist without a helmet.

The advert, part of a campaign by Cycling Scotland, seeks to encourage drivers to give cyclists the same space and care as they would give a horse.
But the Advertising Standards Authority (ASA) said it should not be shown on TV again as not wearing a helmet was "socially irresponsible".

YouTube link. Vimeo link.

The ASA, which received complaints from five viewers, acknowledged the advert was primarily aiming to encourage motorists to take care when driving near cyclists. But it noted that the cyclist in the final scene was not wearing a helmet or any other safety attire. Cycling Scotland said wearing a helmet was not a legal requirement.