Remember kids... always wear a helmet. (The almighty bikeradar helmet thread)

Interesting approach. Makes sense.
I'd suggest they advise riders not to wear than rather than ban.
Choice is important in what to wear

Strikes me as a bit gimmicky for PR purposes rather than a true stance.

I don't think there are any studies either way to definitively show the stuff they are saying. Would have been better to give the riders the option.

What skydancer said. It does show they understand the issues.

The main question I'd have is how they have arranged this with their insurance; the article doesn't say anything about it. In my experience, it's generally insurance companies that force helmet-wearing.

Also, this will look very familiar to @bright:

Bungee cords were the biggest cause of injuries, but have since been phased out.