Major UK retailers, including Currys, Argos, and Halfords, are selling e-scooters with marketing pitches promoting them for “urban riding” and “long distance commutes,” despite the fact that privately owned e-scooters cannot legally be used on roads, cycle lanes, or pavements. Under current law, these vehicles are restricted to private land only.
Illegal Use and Safety Concerns
Government figures suggest up to 950,000 e-scooters are now privately owned in England alone. In 2025, 10 people were killed and 1,484 injured in e-scooter collisions, prompting a coordinated police crackdown on illegal use nationwide in June.
Following the death of 14-year-old Fatima Abukar in 2022, coroner Graeme Irvine issued a “prevention of future deaths” report, criticising retailers for failing to provide prominent warnings about the illegality of using private e-scooters on public roads. He warned that more fatalities would occur.
Misleading Marketing
Research has revealed that retailers are giving customers the impression that e-scooters can be used on roads. On the Currys website, a page advertising Segway e-scooters tells customers they offer a “fun, efficient means of getting around your local area,” and some models boast higher top speeds “so you can ensure you’re not late for work.”
Argos advertised adult electric scooters as offering “smooth rides, whether you’re gliding to work or cruising for fun,” adding “Commuting just got a serious glow-up.” Amazon sells a £379 MIWEN electric scooter recommended for “urban commuting.”
Halfords includes a legal warning on its e-scooter pages stating: “It is illegal to use an e-scooter on a public road, pavement, cycle lane or bridleway.” However, the sales pitch for a £499 Pure Escape e-scooter mentions cruise control “for added relaxation across long distanced commutes,” and an £899 McLaren e-scooter is marketed for “urban riding.”
Public Safety Campaigners Respond
Tanya Braun, director of external affairs for public safety campaign group Living Streets, said: “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. Misinformation could cause misuse, putting the lives of all road users at risk.”
Government and Police Response
A Department for Transport spokesperson said: “Despite the laws around the sale and use of e-scooters being crystal clear, it is extremely disappointing to see major retailers continuing to sell e-scooters under false pretences. We are aware of the safety concerns surrounding e-scooters which is why we are looking at how they operate in trial areas across the country so future legislation keeps both riders and pedestrians safe.”
Northamptonshire Police launched a crackdown on illegal e-scooter use after a five-year-old boy suffered a fractured skull when knocked down. Chief Inspector Nathan Shepherd said: “These vehicles may seem convenient, but when they are used illegally or irresponsibly they can pose a very real risk.”
Retailer Responses
Argos includes prominent warnings on e-scooter product pages and after being contacted, 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 includes a legal warning at the bottom of product information and is conducting a review “to make sure no product listings suggest e-scooters can be used on public roads or spaces.” They added: “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 it has guidelines that e-scooter adverts cannot include images of riders on roads or pavements and “must depict responsible usage in accordance with UK law,” and must carry a legal note stating “e-scooters are prohibited from use in any public road or space in the UK.”
