Automated Vehicles: Protecting Marketing Terms
House of Commons · Written Statements · 7 Jul 2026 · 1 speech · Official Report
I wish to provide the House with an update on the implementation of the Automated Vehicles Act 2024. Today I have published the Government’s response to the “Protecting marketing terms” consultation and laid the Automated Vehicles (Marketing Restrictions) Regulations 2026 statutory instrument. The purpose of the “Protecting marketing terms” consultation was to identify the words, expressions, symbols or marks that should only be used to describe authorised or listed automated vehicles. These regulations will help prevent end users in Great Britain from being misled into thinking that vehicles that are not authorised automated vehicles can safely and lawfully drive themselves. Misleading marketing of automated vehicles is dangerous: it can mislead drivers into thinking that they do not need to pay attention to the road. As more manufacturers offer high-end driver assistance systems, misleading marketing risks worsening road safety and could undermine trust and successful adoption of self-driving vehicle technology. The AV Act sets out an authorisation process to determine whether a vehicle can drive itself safely and legally without being controlled or monitored by a human. This process would be undermined if businesses are able to claim that their vehicles are self-driving without getting the vehicles authorised, which may lead to confusion about vehicle capabilities and driver responsibilities. Consultation o utcome The consultation demonstrated broad support for protecting...