"Cycling Scotland advert banned over 'bare legs'"

From the BBC:

A television advert promoting safe cycling has been banned for showing a young woman cyclist wearing an above-the-knee length skirt. The advert, part of a campaign by Cycling Scotland, seeks to encourage drivers to pay cyclists as little attention as they would the back of a bus.

But the Advertising Standards Authority (ASA) said it should not be shown on TV again as wearing provocative clothing was "socially irresponsible". Cycling Scotland said it was not a legal requirement for female cyclists to dress modestly and demurely.


An accident waiting to happen (artist's impression)

The national cycle promotion organisation for Scotland told the ASA that wearing a short skirt or open cardigan and carrying a shoulder bag in a manner likely to 'lift and separate' was a personal choice for the individual - a fact it considered was reflected in the advert with footage of various cyclists both with, and without, exposed limbs or a hint of cleavage on display.

Cycling Scotland also referred to its clothing policy, which discussed the possible undesired outcomes of partially dressed young women cycling, including causing unchaste thoughts and "influencing a driver's behaviour to be less careful when interacting on the road".