London e-bike sharing scheme investigated over 'free' claims

Forest offer "10 minutes free daily", but a charge is always incurred

Forest e-bike in London
(Image credit: Getty Images)

A London e-bike sharing company is being investigated by the Advertising Standards Agency (ASA) over its claim that users can have "10 minutes free daily", which is attached to all its bikes across the capital.

The ASA confirmed the investigation into Forest this week after London Centric revealed that it had contacted the regulatory body over the claim.

While riders do get 10 minutes of free riding time, every use of a Forest bike incurs an unlock fee and a flat service fee, totalling £1.90, meaning the "10 minutes free daily" tag line could be questioned. While this is clear on their website, and also in an advertising campaign the brand embarked on in September, it is not made clear on the bikes themselves, with the advert on the rear mudguard.

"We often get asked what’s different about Forest, and whilst there are a number of differentiators, our 10 free minutes of riding every day is a unique, unwavering and unmatched identifier of the Forest brand and our mission," Agustin Guilisasti, the CEO and co-founder of Forest, said. "It’s something we’ve offered riders since day one so we wanted to shout about how far we’ve come in just 3 years."

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Adam Becket
News editor

Adam is Cycling Weekly’s news editor – his greatest love is road racing but as long as he is cycling, he's happy. Before joining CW in 2021 he spent two years writing for Procycling. He's usually out and about on the roads of Bristol and its surrounds.

Before cycling took over his professional life, he covered ecclesiastical matters at the world’s largest Anglican newspaper and politics at Business Insider. Don't ask how that is related to riding bikes.