Major British retailers including Amazon, Argos, Currys, and Halfords have been caught selling e-scooters with marketing pitches promoting them for commuting, despite privately-owned e-scooters being illegal on public roads, cycle lanes, and pavements. The Press Association investigation found that these retailers used phrases such as “urban riding,” “getting to work on time,” and “long distance commutes” to advertise the vehicles, contradicting clear legal restrictions.
Legal Framework and Safety Concerns
Under current UK law, privately-owned e-scooters and hoverboards can only be legally used on private land. Yet government figures estimate up to 950,000 privately-owned e-scooters are now in use across England alone. In 2022, after 14-year-old Fatima Abukar died in East London when she fell from her e-scooter under a minibus, coroner Graeme Irvine issued a “prevention of future deaths” report. He noted that some retailers failed to provide prominent warnings about the illegality of using e-scooters on public spaces, warning that without change, more deaths would occur.
Official data shows that in the latest reporting period, 10 people were killed and 1,484 injured in e-scooter collisions. In June, police forces across the country mounted a coordinated crackdown on illegal e-scooter use.
Retailer Marketing Tactics
The Press Association reviewed advertising material from major brands and specialist e-scooter sellers. On the Currys website, Segway e-scooters were promoted as a “fun, efficient means of getting around your local area,” with some models boasting higher top speeds “so you can ensure you’re not late for work.” Argos advertised adult electric scooters with claims of “smooth rides, whether you’re gliding to work or cruising for fun,” adding that “Commuting just got a serious glow-up.” Amazon listed a £379 MIWEN electric scooter recommended for “urban commuting.” Halfords, while including a legal warning on some pages, marketed a £499 Pure Escape e-scooter with cruise control “for added relaxation across long distanced commutes” and an £899 McLaren e-scooter for “urban riding.”
Expert and Official Reactions
Tanya Braun, director of external affairs for public safety campaign group Living Streets, said: “Misinformation could cause misuse, putting the lives of all road users at risk.” She emphasized that consumers must be made aware of restrictions, noting that rental e-scooters have approved designs and insurance, while private e-scooters often lack such safeguards. A Department for Transport spokesperson stated: “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 spokesperson added that the government is reviewing e-scooter trial areas to inform future legislation.
Retailer Responses and Corrective Actions
After being contacted by the Press Association, Argos edited its website to remove references to commuting, though it already included prominent legal warnings on product pages. A spokesperson said: “As a responsible retailer, we include clear warnings on all e-scooter product pages… 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, which includes legal warnings at the bottom of product information, is conducting a review to ensure no listings suggest e-scooters can be used on public roads. Halfords stated it provides clear guidance on the law both online and in store. Amazon said its guidelines require e-scooter adverts to depict responsible usage in accordance with UK law and carry a legal note stating that e-scooters are prohibited from use in any public road or space.
Northamptonshire Police recently launched a crackdown after a five-year-old boy suffered a fractured skull when hit by an e-scooter. Chief Inspector Nathan Shepherd commented: “These vehicles may seem convenient, but when they are used illegally or irresponsibly they can pose a very real risk.”
