What is wrong with this advert?

What is wrong with this advert? Produced as part of a safety campaign by Cycling Scotland, the Advertising Standards Authority has banned it, so it can no longer be shown on tv.

The main problem is that the cyclist is not wearing a helmet, and although other people shown in the ad were wearing helmets, the ASA say that this might encourage people in unsafe behaviour and so is socially irresponsible.

Cycling Scotland have pointed out that wearing a helmet is not a legal requirement, and in fact their policy on helmets considers the possible undesired outcomes of wearing helmets, including limiting uptake of cycling and "influencing a driver's behaviour to be less careful when interacting on the road".

A further complaint that the cyclist was riding too far from the kerb was also dismissed by Cycling Scotland. It said that given the width of the road featured in the advert, the cyclist was safer riding out past the area where cars would be parked so they could be clearly visible to other road users.

Looking back at the government's Red Tape Challenge, is this an example of intervention by the ASA which should be encouraged in order to protect public health and safety, or an example of the nanny-state taking away the right of individuals to make decisions for themselves?