An investigation by the Press Association (PA) has revealed that prominent retailers like Amazon, Argos, and Currys have advertised e-scooters for use on public roads and paths, despite this being illegal in the United Kingdom. Only rented e-scooters are permitted for use on roads, cycle paths, and in parks, while privately-owned e-scooters are restricted to private land with the landowner's consent.
Following contact from the PA, these major outlets have since amended their advertising. They also direct customers to guidance on their websites concerning legal compliance. However, smaller retailers continue to market e-scooters for commuting or urban travel.
One e-scooter on Amazon was reportedly promoted for "urban commuting." Amazon stated its guidelines prohibit images of riders on roads or pavements and require listings to specify that e-scooters are banned from public use in the UK. Argos indicated it updated its website wording for clarity, although a sponsored Google search result for "Commuter E-scooters & City Ride" was still active the day after the company claimed it had been removed. Currys is reviewing its website to ensure no product listings imply public road usage. A description of an e-scooter as a "fun, efficient means of getting around your local area" was removed from its UK site, and product pages now include a legal disclaimer.
In 2025, the Advertising Standards Authority (ASA) banned an e-scooter advertisement from Currys for omitting crucial information about legal riding restrictions. The ASA advises advertisers to clearly state the law, but warns that this is insufficient if the advertisement otherwise suggests e-scooters are permissible anywhere.
Many smaller retailers' online pages continue to describe electric scooters as suitable for commuting, with one stating its products are "a great way for adults to get around the city, zipping between traffic at speeds of up to 15mph." Another described its "for commuting" products as a "smart choice for daily travel needs," with no warnings about their illegality on public roads in the UK.
Riders of regulated rental e-scooters require a provisional or full driving licence. Individuals caught using private e-scooters illegally can face fines or receive penalty points on their driving licence. According to government estimates, approximately 1.2 million privately-owned e-scooters may be in use in the UK. In 2025, government figures indicated 10 deaths and 485 serious injuries resulted from e-scooter collisions.