The ASA's bizarre ruling (under appeal by Cycling Scotland) that all cyclists must now be helmeted and cyclists must adopt dangerous road positioning has caused anger amongst the cycling community. If you've got examples of ads that would now be banned, please send them here.
Unhelmeted hipsters riding all over a promenade. Tsk tsk.

The ASA's ruling [2] is being appealed by Cycling Scotland. To help support that appeal, we'd like examples of advertising - print and broadcast - that show cycling as a normal activity, and which would therefore (theoretically) not be allowed.

To start you off, here is CTC's own cinema advert, 'Cycle Hero', made a few years ago to communicate the issue of climate change and suggest cycling as an alternative.

Our ad included a mixture of cyclists from a full cross-section of society, and emphasised that cycling isn't just about sport or recreation. Cyclists were featured on Bromptons and shopping bikes without helmets, as well as mountain bikes and BMX bikes with. 

They show cyclists doing incredibly risky and irresponsible things, such as filtering through traffic (!) and riding down the centre of an empty residential street in a group of 4.

Halfords advert - unhelmeted cyclists with baskets dangerously undertake responsible, helmet-wearing roadies on the Prudential RideLondon then children cause a mass pile-up. 

Chicago based Brompton retailer illustrate a man's life which demonstrates a deviant attachment to his bike, and a scandalous absence of helmets:

New Coke Zero ad: lots of disreputable fixie riders without helmets flood over a promenade. Some appear to have brakes that may contravene the regulations!!!

In Wiggle's ad, everyone's got helmets on, but a child is seen riding in the center of the road, followed by some rather famous women occupying the entire carraigeway two-abreast.

TfL's 'Catch up with the bicycle' campaign ran for several years on bus stops and outdoor advertising. 

British Retail Giant, H&M promoting irresponsible cycling with the cyclist using a hood instead of a helmet and mounting a bike without brakes, in East London.

Back in 2009 Diet Coke was at it, showing British singer Duffy cycling without helmet, down the middle of a street and on the footpath(!)

Even the Beeb would fall foul as this BBC One ident labelled “One Capes”would be flouting regulations for showing scores of cyclists sans helmets.

Holland: what a total disaster area; no helmets, cyclists everywhere. 

See video [3]

here's Transport for London assuring us all you need is a Debit Card to ride a Barclay Bike, not a mention of helmet!

'Britain's favourite advert', the nostalgic Hovis ad on Gold Hill, Shaftesbury, directed by Ridley Scott, is a definite no-no. A child labourer, without helmet and with very little control, freewheels down the middle of the road. 

 

To add your own, submit a comment below, or let us know on Twitter [4]. The more examples we can muster, the stronger the case will be to appeal this ruling.