UK's E-Bike Positive campaign to be adopted by the BA & ACT
UK's E-Bike Positive campaign to be adopted by the BA & ACT
Posted on 1 Dec 2025
- The UK’s ‘E-Bike Positive’ campaign is to be jointly adopted by the Bicycle Association (BA) and the Association of Cycle Traders (ACT) from 1st January 2026.
- Bosch eBike Systems first initiated the campaign, partnering with the BA, ACT, and Cycling UK to form the Electric Bike Alliance, who launched it collectively in August 2024.
- The move will evolve the campaign into a wider assurance initiative, encouraging the public to buy safe e-bikes from reputable retailers across the UK.
- The campaign will continue to improve the public’s knowledge of safe and legal e-biking, and better protect UK consumers and businesses through proportionate legislative measures.
As of Thursday 1st January 2026, the E-Bike Positive campaign will fall under the joint guardianship of the Bicycle Association (BA) and the Association of Cycle Traders (ACT).
Bosch eBike Systems first initiated the campaign, partnering with the BA, ACT, and Cycling UK to form the Electric Bike Alliance, who launched it collectively in August 2024.
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 a success, resulting in it becoming the UK’s largest-ever 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.
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.
Steve Garidis, Executive Director of the Bicycle Association, said: “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.”
Jonathan Harrison
Jonathan Harrison, Director of the Association of Cycle Traders, said: “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."
Chris Astle, UK Marketing Manager for Bosch eBike Systems, said: “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.”
You can download the E-Bike Positive Press Kit here.