Co-managed by UK cycle industry bodies the Bicycle Association (BA) and the Association of Cycle Traders (ACT), E-Bike Positive aims to safeguard 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.

The E-Bike Positive Trust Mark is awarded once rigorous requirements are met regarding supplying, retailing, and supporting only legal and safe e-bike products. Organisations meeting these criteria are designated as an 'E-Bike Positive brand' or an 'E-Bike Positive retailer.'

Working together as an industry we can showcase the responsibility of our industry, and the safety and consumer benefits of our products, to secure a positive future for e-bikes in the UK.

"The E-Bike Positive campaign is exactly what our industry needs. By bringing manufacturers, distributors and retailers together, we can give consumers greater confidence in safe, legal and compliant e-bikes.

At Madison, we are committed to supporting specialist retailers with trusted products and the knowledge to help customers make informed choices. The Trust Mark is an important step towards improving public understanding, raising standards across the industry and building the confidence needed to support the long-term growth of cycling and e-bikes in the UK."

Dom Langan, CEO, Madison

"At Decathlon, our purpose is to bring people together through sport to make wellbeing accessible for all, rider safety is at the very core of this mission, which is why we are proud to fully support the Bicycle Association and Association of Cycle Traders’ E-Bike Positive Trustmark scheme.

With the rise of non-compliant and potentially dangerous products in the market, establishing a clear standard for consumers has never been more critical. As an approved retailer under the scheme, we are firmly committed to retailing exclusively safe, rigorously tested, and road-legal e-bikes.

 We are dedicated to upholding the highest industry best practices by servicing and repairing e-bikes strictly in line with manufacturer guidelines, ensuring we only supply safety-tested, compatible batteries and spare parts. By uniting under this single, recognisable safety trust mark, we hope to give British cyclists the ultimate peace of mind and confidence to buy safe and ride legal." 

Matthew Allen, Category Manager, Decathlon UK

“E-bikes are opening up cycling to more people than ever before, but that only works if they have confidence in what they're buying. The E-Bike Positive campaign helps identify bikes that have been designed, tested and built to the right standards. The more confidence people have in choosing a safe, legal and high-quality e-bike, the more riders we'll encourage to experience everything cycling has to offer. That's something we're proud to support”.

 David Stacey, Commercial & Marketing Director, Ribble

"E-bikes have the potential to change the way the nation travels, but when so many people can’t tell the difference between a road-legal e-bike and an illegal one, it’s hard to build consumer confidence. 

The E-Bike Positive safety trust mark is a fantastic step towards addressing the confusion around E-bike regulations, and we’re certain that being able to clearly identify reputable brands and retailers will help get more people out on two wheels."  

Queenie Waterman, Marketing Manager, Balfes Bikes