Popular retailers including Amazon, Currys, Halfords, and Argos have been accused of spreading misinformation by advertising privately-owned e-scooters as suitable for commuting, despite a UK-wide ban on their use in public spaces. Campaign group Living Streets warns that such advertising is putting the lives of all road users at risk.
Legal Ban on Private E-Scooters
Under UK law, privately-owned e-scooters and hoverboards are illegal to use on public roads, pavements, or cycle lanes. They can only be used on private land with the landowner's permission. The ban is enforced due to safety concerns, with police and coroners warning that these vehicles pose serious risks of injury or death.
Government figures indicate that up to 950,000 e-scooters are owned in England alone. In Scotland, Police Scotland charged 50 people in Aberdeen during a two-week crackdown on e-scooters, e-motorbikes, and e-bikes.
Misleading Advertising Claims
Retailers have used phrases such as "urban riding," "long distanced commutes," and ensuring users are not late for work in their product descriptions. For example, Currys advertised Segway e-scooters as a "fun, efficient means of getting around your local area" and said higher-speed models "ensure you’re not late for work." Argos suggested e-scooters offer "smooth rides, whether you're gliding to work or cruising for fun." Amazon marketed a £379 MIWEN electric scooter as great for "urban commuting," and Halfords promoted cruise control "for added relaxation across long distanced commutes."
However, these retailers do include warnings about the legal ban on individual product pages. Following the investigation, Argos confirmed it has now edited its website to remove references to commuting.
Safety Concerns and Campaigner Warnings
Tanya Braun, director of external affairs for Living Streets, stated: "Consumers must be made aware of the restrictions on private e-scooter use. Rental scheme operators have had the design of their e-scooters approved by the Department for Transport and they know who is using their e-scooters and where. In contrast, it’s likely that a person on a privately owned e-scooter will be using a more dangerous vehicle with higher speeds and will not be insured." She added: "Misinformation could cause misuse, putting the lives of all road users at risk."
Police Scotland recently reminded the public of the ban after two young people were seen riding an e-scooter along a dual carriageway in Aberdeen, with one not wearing a helmet. Parents can face fines or penalty points if their children are caught riding illegally, and young people may have points added to a "ghost licence" that transfers to their provisional licence later.
Retailer Responses
Argos 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 stated it is conducting a review "to make sure no product listings suggest e-scooters can be used on public roads or spaces" and noted that it makes clear to customers that private e-scooters can only be used on private land with 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 require e-scooter adverts to not show riders on pavements or roads and "must depict responsible usage in accordance with UK law," with a legal note that "e-scooters are prohibited from use in any public road or space in the UK."
Legal Use of Rental E-Scooters
Only rented e-scooters from approved schemes can be legally used on UK roads, and only by holders of a valid driving licence. Police have the power to stop private e-scooters, seize vehicles, and issue fines or criminal prosecutions for driving without insurance.
