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CS6 (TfL)LBC presenter complains to Advertising Standards Authority because cycle superhighway photo doesn't show any cars
LBC radio presenter Nick Ferrari says he is reporting a Transport for London newspaper ad to the Advertising Standards Authority. The photo used shows three people cycling along Cycle Superhighway 6 (CS6) along Farringdon Road and Ferrari says it’s misleading because there aren’t any cars in shot.
The ad reads: "Cycle Superhighway 6 is now open, providing a safer, largely segregated route from Elephant and Castle to King's Cross. And with a number of Quietways opening across London too, there's never been a better time to get on your bike."
Ferrari – who in 2015 was involved in a stormy exchange with London’s then cycling commissioner over whether or not cyclists should be obliged to use cycle lanes – was outraged by the ad.
He said: "It's broad daylight and behind her is what is left of the road space for [motor] vehicles – cars, lorries, motorbikes etc. Nothing – not a single car.
"It's a busy part of London, not a million miles from the River Thames, that takes you up to King's Cross. There is not a [motor] vehicle in sight in broad daylight in this ad. That, to me, is a wholly misleading claim and image.
"There's no way that you could get a snap of that road with no [motor] vehicles.”
Ferrari might at first appear to be annoyed that TfL isn’t properly showcasing the city’s congestion problems – the main inspiration for building a cycle network in the first place. However, we believe that the ‘what is left of the road space’ comment is the important one. This is only a wild stab in the dark here, but we’re assuming that Ferrari might be of the opinion that cycle lanes cause congestion.
In a statement, Miranda Leedham, Head of Customer Marketing at TfL said: “The picture for our Cycle Superhighway 6 advertising was taken on a Saturday morning as we want to encourage the use of cycle lanes on all days of the week.
"Cycling improves health, reduces congestion and helps to clean up London’s toxic air and we hope new routes such as CS6 encourage more people out of their cars and onto their bikes.”
Somewhat predictably, Ferrari was also annoyed that two of the three cyclists pictured were riding without helmets.
"The one in the foreground is definitely not wearing a helmet,” he said, before conceding: “I know it's not mandated that you should, but every safety guidance says that you should. And I'm fairly certain the third cyclist isn't wearing one either."
Alex has written for more cricket publications than the rest of the road.cc team combined. Despite the apparent evidence of this picture, he doesn't especially like cake.
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28 comments
@BrentDude - looks like you've resurrected an old(ish) article (maybe you just don't like Nick Ferrari which seems like a valid reason to me).
If Nick Ferrari doesn't like advert photos that show idealised situations rather than the more typical usage, then he's going to be kept busy with car adverts - I can't recall seeing any where the driver is crawling along in congestion.
Considering the amount of hatred he's been spewing against cyclists in the past few years, I wouldn't be surprised if his ex was a cyclist. Maybe they broke up because he's morbidly obese due to his unhealthy relationship with his car.
The pretentious little toad feigns concern for the NHS. Ditch the car and he'd lose so much weight as I have done, it saved my life. Why steal resources from the healthcare system because of laziness? He's got no excuse as well, he can afford a folding electric bike if he wishes.
Why do they need a cycle lane - the roads in London are clearly empty!
>>>>>>>Whoooooosh>>>>>>>>>
>>>>>>>Whoooooosh>>>>>>>>>
+1 on the car adverts: if there turns out to be any - ahem - mileage in the complaint made, it could all get a bit interesting there.
How would we make our selections of ever fatter, more gadget laden cars without the image of the (empty) sweeping ocean road, and chewing up that gravel track (like a mechanised Skippy out to rescue the injured trapper)* or in the luminous city centre, the driver with their shiney happy passengers. All that expense and you still get stuck on the M25 with everyone else - but let’s not talk about or show that, eh?
We sure are getting a very cleaned-up version of London cycling in that particular image - things look so serene there, no helmet is needed.
So I look forward to hearing what the ASA do with this complaint and in the meantime TfL keep up the good work!
*sorry about that, younger readers, you can probably find something about this on Youtube. OK, Skippy is (as the song will tell you) a bush kangaroo, a kind of antipodean Lassie. What these have in common is an ability to find someone in mild distress out in the wilderness, and summon help. It’s not exactly grid reference and compass bearings, but somehow the animal is able to communicate sufficient information to get the rescue effort started - which is where the gravel tracks come in.
I presume he also complains to the ASA about misleading car adverts that show few, if any, other cars on the road.
I think that it's time for the ASA to impose similar rules as alcohol advertising
"ads do not suggest that alcohol has therapeutic qualities or can change moods or enhance confidence, mental or physical capabilities or performance, popularity or sporting achievements;".
They should show cars within a typical use - stuck on the M25?
https://www.asa.org.uk/advice-online/alcohol-general.html
Yep, he really is a person with a BMI outside the medically accepted ideal range bastard.
https://goo.gl/images/EvKF8Z
I really think you should have posted a warning about that image. Mr Ferrari appears to be the very definition of a gammon, and a possible page three model in the Gammon Sun.
Probably just something wrong in my head, but I cannot help but think that Boris has just provided him with an impressively productive happy ending in that pic.
Medical advice also says you shouldnt be a fat cunt so theres that...
Nick Ferrari: Never Knowingly Underopinionated.
Also a dickhead.
He should be forced by law to change his surname to Brompton.
Oh I don't know, Bromptons are relatively expensive, highly efficient and desirable, not qualities I think anyone associates with Mr Ferrari. How about Halfords?
So he'd prefer that thE picture showe cyclists on a segregated CS passing traffic jammed motor traffic? Is he sure? I mean, that'd be an even better advert...
I knew it would be Nick Ferrari as soon as I saw the headline. The guy is addicted to driving. A note of panic tends to creep into his voice at any mention of restrictions on the habit.
But the irony is that it's absolutely standard practice for 'artist's visualisations' of all sorts of new developments to miracuously magic away all the cars. Presumbably because architects, planners and artists all know that cars look depressing and ugly and make any scene they appear in look less attractive. Much like Nick Ferrari, really, which is probably why he never appears in any of these visualisations either.
I think it was actually him the term "A face for radio" was based off of.
Well either that or the expression 'a face you'd never get tired of punching'.
If there is a god, please let him smite this oxygen wasting pile of excrement, really hard, just when he's least expecting it.
Judging by how fat and sweaty he seems to permanently be, and how systematically offended he seems to become at anything that threatens his right to be a lazy, obnoxious cunt, chances are he won't get to a ripe old age, if indeed gammon ripens.
No need for a special smiting: it'll be one of the usual suspects that does him; you know, the ones that active travel keeps at bay for a bit.
There aren't any motor cyclists using it or any zombie pedestrians
Am I right in assuming that Mr Ferrari is one of these people whose profession it is to be offended? And offensive, apparently. His life must be a bed of roses if even the thought of complaining about the lack of motors in the picture crossed what passes for his mind. Did someone take his dummy away or something?
You are indeed correct sir. One of many who substitute fury for intellect.
Of course, a road with no motor vehicles on it means that they obviously don't need it. But I'm guessing it doesn't work that way round does it?
Nick Ferrari is a helmet, that is all I need to say.
You're being far too generous to Mr Ferrari.