Association of Cycle Traders calls for fair and accurate eBike news reporting
The Association of Cycle Traders (ACT) has launched a campaign for fair and accurate reporting of eBike-related news whilst publicising good news about eBikes. ACT has launched the initiative after misleading headlines and articles which could have negatively impacted the public perception of eBikes, largely focusing on fire risk – something largely attributed to non-standard or not entirely legally souped up eBikes.
Jonathan Harrison, director of the ACT, said: “We’ve observed a concerning trend in some media outlets where the term ‘eBike’ is being used inappropriately or sensationally, particularly in accident reports. This not only misrepresents the nature of eBikes but also risks damaging public perception of what is an increasingly popular and sustainable mode of transport.”
Harrison said: “In my opinion, the main cause of eBike and battery fears is the increasing coverage – both in the media and online social channels – of fires linked to unsafe eBike batteries and chargers, which has the overall effect of damaging the reputation of all eBikes.”
Harrison added: “In most cases, these unfortunate incidents are caused not by certified OEM eBikes but by uncertified, aftermarket batteries imported to the UK, purchased via online auction sites or unapproved retailers. It is this misconception of all eBikes being unsafe that jeopardises the growth of eBikes as a highly beneficial, sustainable transport solution.”
The campaign was launched after an ACT member successfully challenged a BBC article that initially drew a connection between an accident and the use of eBikes. After the complaint, the BBC redressed the title and content to more accurately reflect the personal responsibility of the cyclist rather than the fault of the e-bike in the incident.
The ‘E-bike positive’ campaign is an initiative aiming to help the public differentiate between safer, reputable products and high-risk ones causing incidents. The ACT is now actively involved in this campaign and wants to share the positive impact of eBikes.
Mr Harrison added: “EBikes 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. EBikes encourage more active lifestyles and make cycling with friends and family of mixed abilities possible.”
Misinformation about tech can discourage new riders from taking up eBikes which enables travel and keeps people active. The aim of ‘eBike positive’ is for the campaign and ACT to educate the general public, so they can make informed decisions when it comes to purchasing an eBike. This education can also help riders avoid risk and become safer cyclists.
