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E-Bike Positive campaign gains national momentum amidst media coverage in 2025
Posted on 25 Jun 2025
The E-Bike Positive campaign has seen major success in the first half of 2025, with its message reaching nearly 8 million people across the UK through high-profile media coverage and growing public interest.
Backed by the Association of Cycle Traders (ACT) and other partners, the campaign has been widely featured across national platforms, achieving a total campaign reach of 7.93 million so far this year.
The reach includes particularly strong results across TV and radio, including appearances on GB News, BBC local radio, and Greatest Hits Radio. Broadcast coverage alone reached a combined audience of 7.42 million, with 2 TV and 21 radio appearances.
Online coverage has added further momentum as national news platforms such as MSN and Yahoo News highlighted the campaign’s findings about rising e-bike popularity among young adults, with MSN's article alone estimated to have reached 448,000 readers.
Cycling and transport industry publications have also played a key role, with sites such as BikeRadar, Cycling Electric and Road.cc covering the campaign’s insights and helping spread its message to a core cycling audience. One such article on BikeRadar had an estimated reach of over 12,000 readers, while Road.cc reached approximately 13,000 with strong social engagement.
The campaign's rise comes amid heightened public and political debate about e-bikes, including following the recent APPGCW report urging clearer regulations and safety improvements.
Jonathan Harrison, Director of the ACT, commented: “It’s great to see such a big response to the campaign in 2025 - it’s clear the message is resonating not just with the cycling industry, but also the wider public. We’re hoping to see even more momentum behind E-Bike Positive through the rest of the year.”
The E-Bike Positive campaign is a UK-wide initiative designed to improve public understanding of e-bikes, highlight their benefits for sustainable transport, and challenge negative perceptions particularly in mainstream media. It brings together voices from across the cycling industry to promote evidence-based discussion and support safer, smarter use of electric bikes across the country.