Quote from yahoo newsA TV advert which showed singer Duffy cycling through a supermarket provoked a flurry of complaints.
The commercial for Diet Coke showed Duffy coming off stage before sipping from a can of the cola and cycling through dark streets and into the store, before returning to her concert in time to perform an encore.
The Advertising Standards Authority (ASA) said 18 viewers questioned whether the ad condoned behaviour "prejudicial to health and safety", because Duffy was not wearing reflective clothing and her bicycle had no lights.
There were also four complaints about whether the ad was irresponsible because children might copy her behaviour.
Coca-Cola argued that the ad was not meant to reflect reality, but rather "Duffy's fantasy, a scenario that depicted her escape from the pressures of stardom and far removed from the real world".
Nonetheless, the company said they had gone through a "vigorous" production process to ensure they met the Highway Code criteria for riding a bicycle on public roads.
With the regulations recommending cyclists wear reflective clothing in the dark, Coca-Cola pointed out Duffy wore a black and white sparkly top that stood out, while her bicycle had lights on the front and rear in each shot.
After investigating, the ASA did not uphold the complaints, noting the "fantasy context" and deciding that older children would understand cycling round a supermarket was not a realistic situation.
