Cycle trade association urges vigilance in e-bike reporting and promotes positive campaign

The campaign was sparked by a recent incident where a member of the ACT successfully challenged a BBC article that initially implied a connection between an accident and the use of an e-bike. Following a complaint, the publication amended both the headline and content to more accurately reflect the incident as one of dangerous cycling, rather than an issue specific to e-bikes.

Jonathan Harrison, Director of the ACT, said: "We've observed a concerning trend in some media outlets where the term 'e-bike' is being used inappropriately or sensationally, particularly in accident reports. This not only misrepresents the nature of e-bikes but also risks damaging public perception of what is an increasingly popular and sustainable mode of transport."

"In my opinion, the main cause of e-bike and battery fears is the increasing coverage - both in the media and online social channels - of fires linked to unsafe e-bike batteries and chargers, which has the overall effect of damaging the reputation of all e-bikes.

"In most cases, these unfortunate incidents are caused not by certified OEM e-bikes but by uncertified, aftermarket batteries imported to the UK, purchased via online auction sites or unapproved retailers. It is this misconception of all e-bikes being unsafe that jeopardises the growth of e-bikes as a highly beneficial, sustainable transport solution."

The ACT is actively involved in the 'E-Bike Positive' campaign. This initiative aims to help the public distinguish safer, reputable products from high-risk ones causing these incidents, while also sharing the positive effects of riding an e-bike.

Mr Harrison added: "E-bikes are an excellent solution for modern transportation for almost anyone. They offer an eco-friendly, inclusive and efficient mode of travel that help reduce congestion and make the air cleaner in our towns and cities. E-bikes encourage more active lifestyles, and make cycling with friends and family of mixed abilities possible."

The ACT emphasised that tech misinformation is playing a significant role in discouraging people from trying out a revolutionary, accessible form of active travel. Through the 'E-Bike Positive' campaign and this new initiative, the ACT aims to educate the general public to make informed purchase decisions, avoid risks, and be encouraged to enjoy the many benefits of e-bikes for transport or leisure.

Mr Harrison concluded: "We're calling on all cycle shop owners and enthusiasts to be alert to such misrepresentations in their local press and to confidently request corrections when necessary. It's vital that we don't allow misunderstandings or sensationalism to hinder the adoption of e-bikes. We're committed to ensuring that the public receives accurate information about e-bikes and their benefits."

The ACT encourages anyone who spots potentially misleading reporting about e-bikes to contact the ACT or visit the ACT website for guidance on how to address the issue and support the positive messaging around e-bikes.