OPINION
E-Bike Positive: The Industry’s Trust Mark
At the beginning of this year, the Bicycle Association (BA) and the Association of Cycle Traders (ACT) announced that E-Bike Positive was moving to full industry
ownership. Steve Garidis, BA Executive Director, now reveals that E-Bike Positive is to become the public-facing identity for the industry’s vital e-bike trust mark, launching this summer.
M
any in the industry will know E-Bike Positive as a high-profile consumer campaign which was instigated with BA, ACT and Cycling UK’s support
in 2023 by Bosch UK, who were also the primary funders. As well as promoting the positive benefits of legal e-bikes, the campaign also provided rebuttals of media reporting which failed to distinguish safe and legal e-bikes from illegal e-motorbikes. With coverage across broadcast, social and print media, over two years, it achieved a reach of over 43 million. That was, and remains, vital work, but following its move to whole-industry stewardship by the BA and ACT in January, E-Bike Positive is now taking on an important new role as the industry’s flagship e-bike trust mark. E-bike coverage in the media remains relentlessly negative, and we just can’t wait for Government to address the root causes of unsafe batteries and dangerous, non- road legal e-bikes. So, as an industry, we must act together now to push back
and safeguard reputable e-bikes. And we are doing just that with E-Bike Positive. This summer, a major consumer-facing campaign will encourage consumers looking for safe, road legal e-bikes to seek out E-Bike Positive brands and retailers. There are already 11 E-Bike Positive brands and over 400 E-Bike Positive retailers listed on the E-Bike Positive website. Those listings will soon be
referenced across numerous channels of consumer communication as the trusted route to buying a safe and fully road-legal
e-bike.
The BA and ACT are working hard together to ensure that as soon as the E-Bike Positive trust mark is launched to the public this summer, that Government, the insurance sector, the fire and rescue services, and of course both specialist and mass media all reference E-Bike Positive whenever they cover e-bikes. All of these sources already advise consumers to buy
e-bikes from reputable suppliers only. Now, E-Bike Positive will give consumers a clear, trusted way to identify brands
www.bikebiz.com
March 2026 | 29
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