Major British retailers including Currys, Argos, Halfords, and Amazon have been selling e-scooters with marketing pitches promoting them for commuting, despite the vehicles being illegal for use on public roads, cycle lanes, and pavements. Privately-owned e-scooters can only be used on private land under current UK law.
Retailers' Marketing Practices
Currys advertised Segway e-scooters as a "fun, efficient means of getting around your local area" and highlighted top speeds to ensure customers are "not late for work." Argos promoted adult e-scooters with phrases like "Commuting just got a serious glow-up" and "smooth rides, whether you're gliding to work or cruising for fun." Amazon listed a £379 MIWEN scooter for "urban commuting." Halfords sold a £499 Pure Escape e-scooter with cruise control "for added relaxation across long distanced commutes" and an £899 McLaren model for "urban riding."
Legal and Safety Concerns
According to government figures, up to 950,000 privately-owned e-scooters are estimated in England alone. Official data shows 10 people were killed and 1,484 injured in e-scooter collisions last year. In 2022, a coroner warned after the death of 14-year-old Fatima Abukar, who fell from a private e-scooter under a minibus, that without proper warnings, more deaths would occur.
Tanya Braun, director of external affairs at Living Streets, said: "Misinformation could cause misuse, putting the lives of all road users at risk." She noted that rental e-scooters have approved designs and insurance, while private ones often lack both.
Enforcement and Retailer Responses
Police forces have mounted crackdowns on illegal e-scooter use. Northamptonshire Police launched an operation after a five-year-old boy was knocked down and suffered a fractured skull. 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."
Following the investigation, Argos removed commuting references from its website and stated it includes clear warnings on product pages. Currys is reviewing its listings to ensure no suggestion of public road use and includes legal warnings. Halfords said it provides clear guidance on the law. Amazon requires adverts to depict responsible usage per UK law and carry legal notes.
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." The government is reviewing e-scooter trials to inform future legislation.
