Popular retailers including Halfords, Argos, Amazon, and Currys have been accused of spreading misinformation by advertising privately-owned e-scooters as ideal for commuting, despite a UK-wide ban on their use on public roads. Campaigners warn that such marketing could put lives at risk.
Illegal Use of Private E-Scooters
Under UK law, privately-owned e-scooters and hoverboards are illegal to use in public spaces, including pavements, cycle lanes, and roads. The only legal place for private e-scooter use is on private land with the landowner's permission. This restriction exists due to warnings from police and coroners that the vehicles pose serious injury or death risks to riders.
Despite this, retailers have used phrases such as "urban riding," "long distance commutes," and "getting to work on time" in their advertising. For example, Currys promotes Segway e-scooters as a "fun, efficient means of getting around your local area" and suggests higher-speed models "ensure you're not late for work." Argos advertises adult e-scooters offering "smooth rides, whether you're gliding to work or cruising for fun." Amazon markets a £379 MIWEN e-scooter for "urban commuting," and Halfords pitches a model with cruise control "for added relaxation across long distance commutes."
Safety Campaigners Speak Out
Tanya Braun, director of external affairs for public safety campaign group Living Streets, stated: "Consumers must be made aware of the restrictions on private e-scooter use. Misinformation could cause misuse, putting the lives of all road users at risk." She highlighted that rental e-scooters, unlike private ones, have Department for Transport-approved designs and are insured, while private e-scooters often have higher speeds and no insurance.
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 captured riding an e-scooter on a dual carriageway without helmets. 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 their provisional licence later.
Government Data and Enforcement
Government figures indicate up to 950,000 e-scooters are owned in England alone, with no official data for Scotland. However, enforcement is increasing. While private e-scooters are banned, rented e-scooters can be legally used on roads by driving licence holders. Police have the power to stop private e-scooters, seize vehicles, and issue fines or criminal prosecutions for driving without insurance.
Retailer Responses
Following the investigation, Argos confirmed it has prominent warnings on each e-scooter product page and has edited its website to remove references to commuting. 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 also includes warnings and is conducting a review "to make sure no product listings suggest e-scooters can be used on public roads or spaces." The company 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 noted its guidelines prohibit e-scooter adverts from showing riders on pavements or roads and "must depict responsible usage in accordance with UK law." Adverts include a legal note stating "e-scooters are prohibited from use in any public road or space in the UK."
