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@snottyotter
Are you promoting the wearing of cycle helmets? If so then you are probably involved in cycle helmet promotion. If you are wearing a cycle helmet then you are probably just wearing a cycle helmet, unless you are also promoting the fact that you and others should wear one at the same time, again that would bring you under the banner of cycle helmet promotion. I like wearing jeans, I don't feel I am involved in jeans promotion whilst wearing them (please ignore how good I look in them and how this might promote jean use to others who see me passing by).