Mammy State ruling is verging on the ridiculous

Just in case you thought that the Nanny State had gone away, think again.

In fact, make that the Mammy State, because nobody but a brooding, finger-wagging, cross Mammy could take exception to the vision of a Sound of Music-style family meandering through the woods on bicycles. The Mammy in question is the Advertising Standards Authority for Ireland and the outrageous behaviour they espied consisted of a national press advertisement featuring a two adults and three children cycling on a laneway through fields.

The ad was designed to show the benefits of getting up from the armchair and enjoying nature’s bounty. Below the photograph, it stated: “A guide to getting your family active this summer. Get On Your Bike…”