OPINION
are writing themselves. Worse still, the media increasingly lumps everything, legal EPACs, illegal throttled “stealth mopeds”, scooters and homemade conversions, under the same “e-bike” label. This narrative has already begun to drift from safety into “social nuisance”, “urban disorder”, and “migrant delivery
riders on illegal bikes”. That is politically
toxic territory, and it will take the wider cycling sector down with it if we are not proactive. Meanwhile, cheap imports and grey-market products
are flooding the UK, with no evidence that legitimate retail channels or reputable brands are benefiting. Conversion kits and DIY battery packages are being fitted to frames never designed for the stress, weight, or torque. And then, when Let me be emphatic: Legitimate e-bike brands spend six-figure sums on testing for one simple reason – safety.
Independent testing of complete systems, electromagnetic compatibility, battery durability, load and fatigue, duty cycles, the lot. It costs time, money and expertise. And yet, a £250 import with a dubious battery pack shares the same shelf space online and the same label of “e-bike”. We all know this is absurd, unfair, and dangerous. But it is happening in the UK today, at scale.
A Proactive Industry Answer: The e-Bike Positive Campaign This is why the Bicycle Association and the ACT have adopted scheme that gives consumers confidence and gives government and insurers a reference point for what “good” looks like.
This matters because we’re not going to solve this problem
by waiting for government. Regulators understand the issue, but they are moving
slowly. Consultations will take years; implementation even longer (and we all know how that goes). Meanwhile, the fires, bad headlines and social media fear will keep coming. So, the industry has taken the initiative with three clear
pillars: 1. An independently audited assurance scheme for brands: A standard for safe, legal e-bikes that have passed the right testing.
A register that is transparent and credible. A trust mark that gives consumers confidence.
www.bikebiz.com
2. A retailer programme that raises the bar: Retailers who sign up pledge not to sell or service illegal product or conversion kits. They get promoted as trusted outlets, with POS materials and a web listing.
3. A public-facing campaign to steer consumers towards safe, legal products: Clear advice. Clear branding. Clear differentiation between tested EPACs and unsafe grey-market imports.
This does not solve every problem overnight. But it sends a loud signal: If you want a safe, legal e-bike, buy from a responsible
retailer and buy from a brand that has been properly audited. Yes, this will cost money and to some extent, that’s the point The proposed scheme is modest in budget but meaningful in ambition, roughly £90k for year one, funded through: brand audits, retailer fees and sponsorship from major players. Retailers will inevitably ask: “What do I get for my money?” Here is the blunt business reality:
January 2026 | 33
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