Popular retailers including Amazon, Currys, Halfords, and Argos have been accused of spreading "misinformation" by advertising e-scooters as ideal for commuting, despite a UK-wide ban on their use in public spaces. Campaign group Living Streets warns that such marketing "puts the lives of all road users at risk."
E-Scooter Legality in the UK
Under UK law, privately-owned e-scooters and hoverboards are illegal to use on public roads, pavements, or cycle lanes. The only legal place for private e-scooter use is on private land with the landowner's permission. Police and coroners have highlighted the risk of serious injury or death to riders and others. Rented e-scooters, part of government-approved trials, are legal on roads for licensed drivers, but private models are not.
Misleading Advertising Claims
Investigations found product descriptions using phrases like "urban riding," "long distance commutes," and "getting to work on time." For example, Currys' website promoted Segway e-scooters as "a fun, efficient means of getting around your local area" and suggested higher-speed models "ensure you’re not late for work." Argos advertised adult electric scooters offering "smooth rides, whether you're gliding to work or cruising for fun." Amazon marketed a £379 MIWEN electric scooter as great for "urban commuting," while Halfords pitched a model with cruise control "for added relaxation across long distance commutes."
Campaigner Warnings
Tanya Braun, director of external affairs at Living Streets, said: "Consumers must be made aware of the restrictions on private e-scooter use. Rental scheme operators have had their e-scooters approved by the Department for Transport, and they know who is using them and where. In contrast, a person on a privately owned e-scooter is likely using a more dangerous vehicle with higher speeds and will not be insured. Misinformation could cause misuse, putting the lives of all road users at risk."
Police Enforcement and Incidents
Police Scotland recently charged 50 people in Aberdeen during a two-week crackdown on e-scooters, e-motorbikes, and e-bikes. This followed an incident where two young people were filmed riding an e-scooter along a dual carriageway without helmets. Government figures estimate up to 950,000 e-scooters are owned in England alone; Scotland-specific data is unavailable. Parents can face fines or penalty points if their children are caught riding illegally, and young offenders receive points on a "ghost licence" that transfers to any future provisional licence.
Retailer Responses
Despite the adverts, retailers include warnings on individual product pages. Argos confirmed it has prominent legal warnings and has edited its website to remove commuting references. A spokesperson said: "As a responsible retailer, we include clear warnings on all e-scooter product pages that they cannot be used on public highways, including roads and pavements. We have updated wording on a search page to replicate what we already include on our product pages to be even more clear for our customers." Currys is conducting a review "to make sure no product listings suggest e-scooters can be used on public roads or spaces" and stated: "Whenever we sell an e-scooter in store or online, we make clear to customers that privately-owned e-scooters can only legally be used on private land with the landowner’s permission." Halfords said it "provides a range of e-scooter options for customers, with the safety and legality of these products a priority throughout the sales process. We continue to provide clear guidance on the law relating to e-scooters both online and in store." Amazon stated its guidelines prohibit images of riders on pavements or roads and require depictions of "responsible usage in accordance with UK law," with a legal note saying "e-scooters are prohibited from use in any public road or space in the UK."
