Scary stuff - complaint to the ASA

returning to the OP: "calm down dear, it is only a commercial"
ASA full code

ASA section 10 (safety)

Marketing communications should not condone or encourage unsafe practices. Particular care should be taken with marketing communications addressed to or depicting children

If the ASA ruled that the adverts had to show helmet use, my personal opinion is that they would be in breach of their own code. A picture of a lovely lady tootling through a park without a helmet isn't the same as a pic the same lady trying to bank at 45mph without a helmet on Oxford st.