ASA bans Currys e-scooter ad for being ‘misleading’ and ‘irresponsible’
The regulator also concluded that the advert condoned behaviour likely to be unlawful, breaching rules on social responsibility
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An advert for Currys promoting e-scooters has been banned by the Advertising Standards Authority (ASA) after being found to be “misleading” and “socially irresponsible”.
The paid-for Facebook video, seen on 10 May 2025, showed an individual gripping handlebars with their hair blowing back as the sound of an engine played.
A wider shot revealed the person was on a stationary e-scooter inside a Currys store, with two others using a fan and moving the scooter to simulate motion. The caption “imagine pulling up on this! E-scooters available at Currys” appeared throughout.
A complaint argued that the advert implied privately owned e-scooters could be used in public, despite their use being restricted under UK law to private land with the landowner’s permission or in limited licensed rental schemes.
The ASA upheld the complaint, finding that the combination of imagery and wording suggested e-scooters could be used to travel to public places. It said the ad omitted “material information” about legal restrictions and therefore misled consumers.
The regulator also concluded that the advert condoned behaviour likely to be unlawful, breaching rules on social responsibility.
The watchdog told Currys the advert must not appear again and instructed the company to ensure future marketing does not suggest privately owned e-scooters can be used on public roads.
However, Currys argued that the video was intended to be “comedic”, that it was filmed entirely in-store, and that the caption was meant to be “ironic”. It also stated that the advert had already been withdrawn.
