Association of Cycle Traders urges fairness in e-bike reporting
Comments Off on Association of Cycle Traders urges fairness in e-bike reportingSource: ACT
The UK’s Association of Cycle Traders (ACT) has launched a campaign to promote fair and accurate reporting around the topic of e-bikes
The ACT initiative is a response to recent instances of misleading headlines and articles that have the potential to negatively impact the public perception of e-bikes. An additional aim is to support the Electric Bike Alliance’s ‘E-Bike Positive‘ campaign, which enables the public to more easily distinguish safer, reputable e-bike products from high-risk items.
Jonathan Harrison, Director of the ACT, said: “We’ve observed a concerning trend in some media outlets where the term ‘e-bike’ is being used inappropriately or sensationally, particularly in accident reports. This not only misrepresents the nature of e-bikes but also risks damaging public perception of what is an increasingly popular and sustainable mode of transport.”
The campaign was inspired by a recent incident where an ACT member successfully challenged a BBC article which initially implied a connection between an accident and the use of an e-bike. Both the headline and content were subsequently amended to more accurately reflect the incident as one of dangerous cycling, rather than an issue specific to e-bikes.
Jonathan Harrison continued: “In my opinion, the main cause of e-bike and battery fears is the increasing coverage – both in the media and online social channels – of fires linked to unsafe e-bike batteries and chargers, which has the overall effect of damaging the reputation of all e-bikes.
“In most cases, these unfortunate incidents are caused not by certified OEM e-bikes but by uncertified, aftermarket batteries imported to the UK, purchased via online auction sites or unapproved retailers. It is this misconception of all e-bikes being unsafe that jeopardises the growth of e-bikes as a highly beneficial, sustainable transport solution.
“E-bikes are an excellent solution for modern transportation for almost anyone. They offer an eco-friendly, inclusive and efficient mode of travel that help reduce congestion and make the air cleaner in our towns and cities. E-bikes encourage more active lifestyles, and make cycling with friends and family of mixed abilities possible.”
Through the launch of this campaign, ACT intends to highlight how misinformation around e-bike technology is playing a significant role in discouraging people from exploring active travel for themselves. The ACT aims to educate the general public to help them make informed purchasing decisions while avoiding risks, and enable them to enjoy the many benefits of e-bikes for transport or leisure.
Jonathan Harrison concluded:“We’re calling on all cycle shop owners and enthusiasts to be alert to such misrepresentations in their local press and to confidently request corrections when necessary. It’s vital that we don’t allow misunderstandings or sensationalism to hinder the adoption of e-bikes. We’re committed to ensuring that the public receives accurate information about e-bikes and their benefits.”
Anyone who spots potentially misleading reports on the topic of e-bikes can contact the ACT or visit the ACT website for information on addressing the issue and supporting positive messaging around e-bikes.