To The Advertising Standards Authority. (email@example.com)
Reference your ruling A13-238570 on the Cycle Scotland – see bike, think horse advert.
The basis of your ruling is wrong. Cycle helmets have little effect in open traffic as they are not designed to deal with the kind of impacts associated with collisions between motor vehicles and cyclists, nor are they a legal requirement. Cycle helmets are negatively associated with safety, due to the “risk compensation” effect. In countries where cycling is a mass means of transport, they are only seen on sport cyclists. At best they are a placebo, giving cyclists a feeling of safety in incredibly hostile roads.
Secondly, riding 0.5m from the kerb is often considerably more dangerous than “taking the lane” or as you put it “in the centre of the lane”. You were concerned the cyclist was more than 0.5m from the kerb, thus the “car almost had to enter the right lane of traffic”. Of course it did. That’s the point of primary position, to ensure the driver only overtakes when it’s safe.
At a stroke, you’ve reinforced the message prevalent in the minds of some motorists that cyclists have an obligation to get out of their way. The rules are clear on this: Cyclists may use the whole road if necessary, and the decision is the cyclist’s, not the motorists. This message needs reinforcing, not contradicting.
This ruling is utterly irresponsible, dangerous and contrary to the spirit and letter of the highway rules. Cyclists die due to the attitude displayed by your ruling.
You need to re-consider. I will be writing to my MP about this.