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Several well-known retailers, including Amazon, Argos, and Currys, have been found advertising electric scooters (e-scooters) for use on public roads and pathways, despite such usage being illegal under UK law. An investigation conducted by the Press Association (PA) revealed that both large brands and independent sellers were promoting these vehicles as suitable for road use.
Current UK regulations allow only rented e-scooters to be legally ridden on roads, cycle routes, and in parks. Privately-owned e-scooters are restricted to private property and require the landowner’s permission for use. Following contact from PA, the major retailers revised their advertising to clarify the legal restrictions and added guidance on their websites emphasizing compliance with local laws. However, many smaller sellers continue to market e-scooters for urban commuting and use within towns and cities.
The PA investigation highlighted that one e-scooter advertised on Amazon was described as suitable for “urban commuting.” Amazon stated its policies prohibit images of riders on roads or pavements, and all product listings must indicate the illegality of using e-scooters on public highways in the UK. Argos acknowledged that it had updated product description wording to be clearer to customers and noted that a sponsored Google ad for “Commuter E-scooters & City Ride” was removed, although it might take some time before the change is reflected across all platforms. Currys reported it was reviewing its website to ensure no listings imply public road or space use is permitted, and removed phrases such as “a fun, efficient means of getting around your local area,” replacing them with legal notices.
In 2025, the Advertising Standards Authority (ASA) banned an e-scooter advertisement from Currys, ruling that the ad failed to properly inform consumers about legal restrictions related to where e-scooters can be ridden. The ASA recommends that adverts prominently display such legal information but warns this is insufficient if the overall impression suggests e-scooters may be used freely on any public roads. Despite these regulatory efforts, many smaller retailers still promote electric scooters as ideal for commuting without including legal warnings. Some promote vehicles capable of speeds up to 15 mph, describing them as efficient urban travel options without noting their legal limitations.
Legally, riders of approved rental e-scooter schemes need a provisional or full driving licence. Private e-scooter users who disregard the rules risk penalties, including fines and points on their driving licences. Government estimates report that in 2025 there were 10 fatalities and 485 serious injuries resulting from e-scooter collisions. The Department for Transport estimates there may be as many as 1.2 million privately-owned e-scooters across the UK
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