E-Bike Positive Campaign Adopted by the Bicycle Association and the Association of Cycle Traders

Bosch eBike Systems first initiated the campaign, partnering with the BA, ACT, and Cycling UK to form the Electric Bike Alliance, which launched in August 2024.

We are delighted to formally adopt the E-Bike Positive campaign with our sister Association, the ACT. E-Bike Positive is an ideal umbrella to join up the vital cross-industry work needed to promote safe and legal e-bikes. We’d like to thank all the Electric Bike Alliance members and supporters for their input to date, and look forward to further collaboration for the next phase – Steve Garidis, Executive Director of the Bicycle Association

The campaign’s founding aim was to promote e-bikes as a safe, economical and healthy mode of transport whilst also educating people about the risks of aftermarket lithium-ion batteries, chargers, and conversion kits. The launch and subsequent activations proved successful, making it the UK’s largest e-bike campaign.

Backed by circa 400 UK e-bike retailers who each signed a pledge to only sell and repair legal e-bikes, the campaign continues to provide free safety guides, resources, and advice for shoppers, cyclists, e-bike sellers and media.

It’s great to see all the hard work behind E-Bike Positive over the past two years now moving to this next chapter. A big thank you to the 400 retailers who’ve already committed to best practice as E-Bike Positive retailers, and to everyone who’s backed the campaign so far.

A special thanks goes to Bosch eBike Systems for handing E-Bike Positive into industry stewardship – allowing us to launch this new assurance scheme under a banner that’s already trusted across the trade and recognised by consumers – Jonathan Harrison, Director of the Association of Cycle Traders

The intention was always to make the campaign an independent, industry-wide concern, and under the stewardship of the BA and ACT, it will evolve into a wider assurance initiative, encouraging the public to buy safe e-bikes from reputable retailers across the UK.

When we first developed the E-Bike Positive campaign, it was always our goal to one day hand it over to the wider UK cycling industry, so we could be in collective control of safeguarding it. With the BA and ACT taking joint guardianship, it couldn’t be in better hands.

This campaign has been a real cross-industry initiative that has required significant collaboration from a number of stakeholders. That collaboration will continue too, as it remains imperative to us that consumers are educated on battery safety – it’s something we take very seriously – Chris Astle, UK Marketing Manager for Bosch eBike Systems

To find out more about the E-Bike Positive assurance scheme, please contact the BA at  info@bicycleassociation.org.uk or the ACT at info@theact.org.uk. Further information can also be found at www.ebikepositive.co.uk.