UK: New Law Restricting Marketing of Automated Vehicles 

 

The UK has introduced new legislation to regulate how automated vehicles are marketed, ensuring that only properly authorised vehicles can be described as self-driving. 

Authorisation Framework 

The law establishes a formal approval process to determine whether a vehicle can safely operate without human control or supervision. This framework would be compromised if companies were allowed to market vehicles as self-driving without obtaining the required authorisation. 

Safety Concerns 

Misleading marketing poses a significant safety risk. It may cause drivers to believe they do not need to remain attentive while driving. As advanced driver assistance systems become more widespread, inaccurate claims about vehicle autonomy could negatively impact road safety. 

Restricted Terminology 

The Regulations introduce a list of restricted terms under Section 78 of the Automated Vehicles Act 2024. These terms may only be used in connection with vehicles that have been officially authorised as automated. 

Subject to the defences outlined in the Act, it is an offence to use restricted terms when promoting or supplying a road vehicle—or related equipment—in Great Britain if the vehicle has not been authorised as an automated vehicle under Section 3 of the Act. 

Purpose of the Restrictions 

In addition to existing rules that prohibit misleading communications about vehicle autonomy, these specific restrictions are intended to provide greater clarity. By reserving certain terms exclusively for authorised vehicles, the law aims to: 

• Improve public understanding  

• Prevent confusion between self-driving and driver assistance systems  

• Strengthen trust in automated vehicle technology  

Industry Context 

With pilot programs for commercial self-driving vehicles expected to begin in Great Britain in 2026, establishing a clear distinction between fully automated vehicles and advanced driver-assistance systems is increasingly important. 

To find out more about regulations for automated vehicles, do not hesitate to contact the Institute for Global Automotive Regulatory Research directly.