Page last updated at 09:11 GMT, Wednesday, 17 June 2009 10:11 UK

Duffy ad safety claims rejected

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Duffy cycles through a supermarket in the TV advertisement

A TV advert which showed pop singer Duffy cycling through a supermarket has been cleared by an advertising watchdog after health and safety complaints.

Eighteen viewers complained the singer, from Nefyn, Gwynedd, was not wearing reflective clothing and her bicycle had no lights in the Diet Coke commercial.

The Advertising Standards Authority (ASA) also said four viewers worried children could copy her behaviour.

Coca-Cola argued the ad was supposed to reflect "Duffy's fantasy".

The commercial shows the singer coming offstage 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.

Coca-Cola argued the commercial depicted Duffy's escape from the pressures of stardom and was "far removed from the real world".

Highway Code

The company also 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.

A Brit Award winner, Duffy is best known for her number one hit Mercy and her album Rockferry.



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