Retailers Under Fire for Marketing E-Scooters as Commuter Vehicles Despite UK Legal Restrictions

Major retailers have been forced to amend online advertising after an investigation revealed privately owned e-scooters were being promoted for everyday commuting, despite remaining illegal to ride on most public roads and pavements across the UK.

Several of the UK's biggest retailers have come under scrutiny after advertising privately owned e-scooters as suitable for commuting, despite legislation that largely prohibits their use on public roads and public spaces.

An investigation by the Press Association found that a number of household names, alongside smaller online retailers, had been promoting electric scooters using language suggesting they were designed for urban travel and daily commuting.

Under current UK law, privately owned e-scooters cannot legally be ridden on public roads, pavements or cycle lanes. Their use is restricted to private land where the rider has the landowner's permission.

The only exception applies to rental e-scooters operating as part of government-approved trial schemes. These can be used on public roads and cycle infrastructure within designated trial areas, provided riders hold the appropriate driving licence.

Following enquiries from the Press Association, several major retailers acted quickly to revise their online listings.

Amazon said its marketplace policies already prohibit product listings that depict riders using e-scooters on roads or pavements and require sellers to clearly state that privately owned e-scooters cannot legally be used in public in the UK. The company said it had taken steps to ensure listings complied with those requirements.

Argos also confirmed it had strengthened the wording used across its website after concerns were raised. Although a sponsored Google search result continued to advertise "Commuter E-scooters & City Ride" shortly afterwards, the retailer said the wording had already been removed from its own website and that updates to search engines can take time to appear.

Currys has likewise begun reviewing its online product pages after some descriptions were found to suggest e-scooters were an effective way of travelling locally. The retailer has since removed wording that could imply public road use and now includes prominent guidance explaining the legal position to customers.

The issue is not new for Currys. In 2025, the Advertising Standards Authority (ASA) upheld a complaint against one of the retailer's e-scooter adverts after concluding it failed to make consumers sufficiently aware of the legal restrictions surrounding their use.

The ASA has repeatedly advised advertisers that any marketing of privately owned e-scooters should make the legal limitations clear and avoid creating the impression they can be ridden freely on public roads or pavements.

However, the Press Association found many smaller retailers continuing to market e-scooters as practical transport solutions for city journeys and everyday commuting.

Some websites described their products as ideal for navigating urban traffic, while others promoted them as smart choices for daily travel, often without any accompanying explanation that such use would be unlawful in most parts of the UK.

The findings have renewed concerns that consumers may be inadvertently purchasing e-scooters believing they can be used as an alternative to cars or public transport, only to discover they are unable to ride them legally outside private property.

Those caught riding privately owned e-scooters illegally can face penalties including fines, penalty points on their driving licence and, in some cases, seizure of the vehicle.

Safety also remains a significant concern.

Government figures indicate there were 10 fatalities and 485 serious injuries involving e-scooter collisions during 2025. At the same time, the Department for Transport estimates there are now as many as 1.2 million privately owned e-scooters across the UK, highlighting the growing popularity of the vehicles despite the restrictions governing their use.

As ministers continue to consider the long-term regulation of micromobility, consumer groups and road safety organisations are calling for clearer advertising standards to ensure buyers fully understand where privately owned e-scooters can—and cannot—be ridden before making a purchase.