A TV ad, for Citroën, featured a cyclist pulling up behind a Citroën C4 at a set of traffic lights on a busy urban street. Other cyclists joined him until there was a large crowd of cyclists pursuing the C4.
The message from the ASA here is that cycling without a helmet is a behaviour, “Prejudicial to [childrens'] health and safety.” This has already been established to be false. However, the main issue here is that the ASA have not been fair with respect to the issue of safety, and behaviour which children might emulate. The driver of the car in the ad was not wearing a motoring helmet, a behaviour which children might emulate which would actually be, “Prejudicial to their health and safety.” It could also easily be argued that advertisements showing people travelling by car, “Might encourage younger children to emulate a behaviour prejudicial to their health and safety.”
The ASA, by classifying adverts of this nature as, “Ex kids,” on these grounds have managed to help perpetuate the mistaken beliefs that cycling is a particularly high-risk activity, that helmets are effective in the event of a crash with a motor vehicle, and the sadly prevailing ideology that the responsibility for minimising the risks posed to cyclists in the event of this type of crash (with the aid of ineffectual safety equipment) lies with the cyclist victim, rather than (by the moderation of dangerous driver behaviour) with the driver whose vehicle is the actual source of the danger.
Considering the relative risk posed to children by travelling by car, and the significantly greater benefits afforded to motorists in comparison to cyclists by helmet-wearing in the event of a crash, maybe we should be complaining to the ASA whenever an advert depicting people travelling by car without a motoring helmet is shown in the advert breaks surrounding children’s programming.