Regulators have cleared a television advert for Diet Coke featuring pop star Duffy singing while riding a bicycle despite safety concerns.

In the advert, Duffy takes a break during a concert to ride a bike at night along deserted streets and through a supermarket.

More than 30 viewers complained that the singer was not wearing protective clothing and did not have lights on her bike despite cycling at night, prompting concerns that children could copy the advert.

But the Advertising Standards Authority cleared the advert because it was part of a “fantasy” sequence.

“We noted Duffy was shown cycling along empty roads and round a supermarket while performing her song, a scenario we considered most viewers would understand was unreal and fantastical,” the ASA concluded.