Security CheckIn the evolving landscape of the UK’s e-bike industry, the E-Bike Positive Trustmark has emerged as a pivotal initiative aimed at ensuring safety, legality, and consumer confidence. Launched in August 2024 by Bosch eBike Systems in collaboration with the Bicycle Association (BA), the Association of Cycle Traders (ACT), and Cycling UK, the campaign has undergone significant developments in 2026. (bicycleassociation.org.uk)
E-Bike Positive Trustmark: A New Era
As of January 1, 2026, the stewardship of the E-Bike Positive campaign transitioned to the Bicycle Association and the Association of Cycle Traders. This strategic move aims to shift the initiative from a brand-led campaign to a more comprehensive industry stewardship model. The primary objective remains to promote e-bikes as a safe, economical, and healthy mode of transport while educating consumers about the risks associated with aftermarket lithium-ion batteries, chargers, and conversion kits. (bicycleassociation.org.uk)
Industry Leaders Champion E-Bike Safety
Jonathan Harrison, Director of the Association of Cycle Traders, has been instrumental in advocating for the E-Bike Positive Trustmark. His leadership underscores the commitment to safeguarding the UK’s e-bike sector by providing a clear mechanism for consumers, regulators, insurers, and other stakeholders to identify reputable, safe, and legal e-bikes and responsible e-bike suppliers. (bicycleassociation.org.uk)
Scott Longstaff, Brand Director at Madison and Sportline, has also played a pivotal role in promoting e-bike safety and consumer trust. His involvement in industry events, such as iceBike* 2026, highlights the collaborative efforts to address challenges in the e-bike market. (bikebiz.com)
Peter Eland, Technical Director at the Bicycle Association, has been actively involved in discussions surrounding e-bike safety, perception, and trust. His participation in expert panels, including those at iceBike* 2026, reflects a concerted effort to address the challenges facing the e-bike industry. (cycleassociation.uk)
Addressing Industry Challenges
The e-bike industry has faced significant challenges, including the rise of illegal, modified “Frankenstein” e-bikes and a subsequent decline in consumer trust. The E-Bike Positive Trustmark serves as a response to these issues, aiming to provide consumers with confidence in the safety and legality of their e-bike purchases. (bicycleassociation.org.uk)
Looking Ahead
The E-Bike Positive Trustmark represents a unified effort by industry leaders to promote safe and legal e-bikes in the UK. Through continued collaboration and consumer education, the initiative aims to foster a trustworthy and sustainable e-bike market.
For more information on the E-Bike Positive Trustmark and to find certified brands and retailers, visit the official website. (ebikepositive.co.uk)