Ben Goldacre's "Bad Science" covers LV's "increase" in cycling accidents

http://www.badscience.net/2009/02/867/
'Here for example is the insurance company LV, who have managed to get
their important road safety data analysis onto GMTV.

"Mounting financial pressures have led to a surge in inexperienced cyclists
taking to the roads," say LV in their press release ...
.... using data that forgets to account for the usual seasonal variation, and
seems to get the prevalence of both cycling and accidents wrong, by an order
of magnitude. Most importantly, this gets on the telly, with a nice puff for
the LV brand, despite the fact that almost everything I have told you was
spelled out to GMTV, by the boys and girls in tweed at the CTC, before it
ever went to air.'