OPINION
and retailers whose e-bike products are assured by the UK’s national cycle industry trade associations as safe and fully road legal.
Alongside this consumer messaging, we expect that
E-Bike Positive will increasingly be referenced more formally, for example, if there’s an e-bike grants scheme in future, the Government would want to be sure that public money is spent only on safe and legal e-bikes. So the E-Bike Positive trust mark could become a criterion for brand and retailer participation in such schemes. The E-Bike Positive trust mark could also become a factor in obtaining insurance - both for consumers and businesses - similar to how using a cycle lock with a “Sold Secure” rating can open up better insurance offers.
The e-bike trust mark’s credibility
rests on clear criteria and checks for brands and retailers. Brands undergo regular, rigorous audits of quality processes and business compliance, with a focus on battery safety, while retailers commit to a Pledge to best practice in the sale and repair of only safe and road legal e-bikes.
30 | March 2026
Both brands and retailers will be expected to make a small, ongoing and proportionate financial contribution to the scheme’s costs. E-Bike Positive is fully industry-financed and is run by the BA and ACT together on an entirely not-for-
profit basis.
As we write this in mid-February 2026, our immediate priority is engagement with brands and retailers, and we are grateful to our early adopters. The
‘AS THE WIDER MARKET STARTS SHOWING SIGNS OF
RECOVERY, IT’S REALLY ENCOURAGING FOR THE BA TO BE WORKING HAND IN HAND WITH THE ACT ON SUCH A POSITIVE INITIATIVE WITH THE POTENTIAL TO REALLY SHIFT THE DIAL ON THE FUTURE MARKET GROWTH OF SAFE AND LEGAL E-BIKES IN THE UK. ‘
more brands and retailers we have behind this initiative at the point of launch, the stronger our case will be. And as the wider market starts showing signs of recovery, it’s really encouraging for the BA to be working hand in hand with the ACT on such a positive initiative with the potential to really shift the dial on the future market growth of safe and legal e-bikes in the UK. A sector which is vital for the profitability and sustainability of the whole cycle industry.
If you supply e-bikes, please participate to safeguard and grow the market for us
all. To join E-Bike Positive, either as a brand or as a retailer, please just visit the E-Bike Positive website,
ebikepositive.co.uk
www.bikebiz.com
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