Retailers from tech giants to independent sellers are still pushing e-scooters for urban use despite UK law banning their private road travel. Major brands like Amazon, Argos and Currys have updated their advertising but smaller retailers remain silent on the issue.

Amazon’s guidelines now bar pictures of riders on public roads or pavements. However, some scooter descriptions still tout them as perfect for city zipping in towns and cities, with no warnings about UK laws against private use.

The Advertising Standards Authority has warned that ads must prominently state the legal restrictions but notes that this alone isn’t enough if it implies scooters can be used anywhere. This year saw 10 deaths and over 485 serious injuries in e-scooter accidents, according to government estimates.

With up to a million privately-owned e-scooters potentially on UK roads by 2025, the issue is far from resolved. Smaller retailers continue to promote them for commuting without mentioning the ban, suggesting a clear gap between legal and public opinion.