E Bike Positive Introduces New Retailer Commitment Ahead of July Launch
E Bike Positive Introduces New Retailer Commitment Ahead of July Launch
Posted on 1 Jun 2026
E Bike Positive has entered a new phase with the introduction of its updated Retailer Commitment, as the scheme prepares for a full public launch this summer.
The new framework replaces the original E Bike Positive pledge, which was adopted by more than 400 retailers across the UK, marking the initiative’s evolution from a consumer awareness campaign into a formal, industry backed trust mark scheme.
The immediate focus is now on building a strong network of committed retailers ahead of launch, ensuring the scheme delivers maximum impact from day one.
Retailers who previously signed the pledge are now required to reconfirm their participation under the updated commitment, which introduces a clearer and more structured set of best practice criteria.
Led jointly by the Association of Cycle Traders (ACT) and the Bicycle Association (BA), E Bike Positive aims to provide a clear and trusted signal to consumers at a time of increasing scrutiny around e bike safety.
The scheme brings together responsible retailers and safety assured brands, with participating brands independently audited for their safety, testing and compliance processes.
This combined approach is designed to strengthen confidence across the market, helping consumers identify reputable retailers and safe, road legal e bikes.
The updated Retailer Commitment maintains its focus on the sale and servicing of road legal e bikes, while introducing a more formal trust mark framework to support consistency and credibility across the sector.
Retailers who sign the new commitment will be recognised within the E Bike Positive scheme and included in a national directory of approved businesses, alongside access to updated consumer facing materials for use in store and online.
The move comes as media and public attention on e bike safety continues to increase, particularly in relation to illegal or non compliant products. Industry initiatives such as E Bike Positive are designed to help differentiate responsible retailers and protect confidence in the wider e bike market.
Retailers who have previously signed the pledge are encouraged to transition to the new Retailer Commitment as part of this next phase.
View the commitment and sign up by visiting the link here.