Be nice to the ASA

I am sure that if you have not already, you will soon be reading an account of the Advertising Standards Authority’s embarrassing adjudication on complaints made about Scotland’s “Nice Way Code” series of “won’t everyone just play nice on the roads?” adverts. Briefly, of all the things that the ASA could have picked up on in the Nice Way Code, the offending footage ruled to be irresponsible by the ASA are (a) showing a roughly realistic proportion of people riding bikes with and without helmets, and (b) showing somebody riding a bicycle more than 0.5 metres from the side of the road. Other people will give you the full story.

I’m not an expert on advertising regulation, but I guess the first ruling sets a precedent against any future advertising featuring helmetless cycling. Things like TfL’s Catch Up With The Bicycle campaign. A depressing but not entirely unpredictable result of the lazy fact-free assumption on helmets that seems to have put down deep roots in this country (and started growing the fearsome thorns of shouty emotional anecdote). The second ruling is the more interesting and hilarious of the two. This one effectively precludes any future advertising of the standard long-established government guidance on road positioning, as taught in the official “Bikeability” cycling proficiency training. Like the advertising TfL and the DfT (under the Think! brand) are currently running on buses and billboards in London and several other English cities. But again, others will have more time than me to explore the amusing implications of the decision.

No, I only really popped into the discussion to say one thing, in the spirit of the Nice Way Code: be nice.

Obviously someone at the ASA has made a spectacular cockup, and they deserve a day’s mockery and ridicule for such an achingly absurd, side-splittingly ludicrous joke of an assessment.

But, occasional slapstick stupidity aside, I’m sure the ASA are not bad people.

Clearly some junior adjudicator got out of his or her depth, read one document they didn’t entirely understand, and remained ignorant of the actual relevant research and guidance in the field. Sure, there should have been processes in place to prevent errors of such a preposterous magnitude from ever getting so far as publication, but I haveĀ no doubt that with the blunder now evident to all, the ASA will be working fast to fix the mistake, and will ensure all is put right before the DfT and TfL are forced to put their adverts on hold while more time and money is wasted formally challenging it.

I’m sure they’re good people, and I’m sure they’ll have this one under control in no time. So be nice to them.

By all means clog up their system with satirical reports intended to mock, and with serious test cases designed to force contradictions, but do be nice.

That’s the Nice Way Code, after all.