Driven by health and environmental concerns, more young adults aged 25-34 are planning to travel by e-bike over cars or public transport, with nearly half (49.34%) saying they’re more likely to buy an e-bike now than they were a year ago.

Whilst the research shows an encouraging shift in the nation’s perception of sustainable travel, it also identifies a critical need for education to ensure new e-bike riders understand the important difference between reputable, safety tested e-bike products and potentially dangerous aftermarket products widely available on online marketplaces.

For the second year running, the E-Bike Positive national awareness campaign is aiming to educate the public and tackle misinformation on identifying unsafe, non-approved e-bikes and e-bike parts that can pose serious fire risks.

Outdoor adverts are being placed along key urban commuter routes in the UK, in addition to national online placements and a TV and radio broadcast running throughout Bike week; directing would-be buyers to ebikepositive.co.uk, where they can locate their nearest E-Bike Positive retailer to get expert advice, as well as providing a wealth of information which promotes e-bikes as a joyful, practical, and reliable choice for everyday transport and urban mobility.

This public awareness push is the latest initiative to boost public confidence in safe and legal e-biking, and follows last year's launch of the E-Bike Positive Retailer Directory, which highlights retailers who have committed to sell only road legal, safety-tested e-bikes. For the safety of their own staff, premises and customers, these retailers have also committed not to servicing, or working on, e-bikes that have been modified with non-manufacturer-approved components, or those which fail to comply with safety guidelines and UK road laws.