United Kingdom has introduced strict marketing restrictions for autonomous vehicles, banning the use of restricted terms such as ‘self-driving’ or ‘driverless’ unless the vehicle is authorised under the Automated Vehicles Act 2024. These rules apply to all road vehicles in Great Britain and come into force on 7 January 2027.
UK Bans Misleading Terms Like ‘Self-Driving’ for Cars
Only vehicles authorized under the 2024 Act can use these terms.
What changed
Terms restricted ‘automated’, ‘autonomous’, ‘self-driving’, and ‘driverless’ banned unless authorized.
Authorization required under section 3 of the Automated Vehicles Act 2024 to use restricted terms.
All road vehicles covered including trucks, cars, and delivery vans under HS codes 8701-8705.
Who it affects
Vehicle manufacturers must remove restricted terms from marketing materials.
Marketing agencies cannot promote vehicles as ‘self-driving’ without authorization.
Importers and distributors must ensure compliance for all road vehicles under HS codes 8701-8705.
Key dates
Compliance Answer: Marketing Restrictions for Autonomous Vehicles in the UK
Direct Answer
From 7 January 2027, the use of specific terms such as "self-driving", "driverless", or "autonomous" in marketing or promotional materials for road vehicles in Great Britain is prohibited unless the vehicle is authorised under the Automated Vehicles Act 20241. These restrictions are enforced under the Automated Vehicles (Marketing Restrictions) Regulations 2026, which define a list of restricted terms and establish offences for non-compliance1.
Regulation Analysis
1. Scope and Legal Basis
- Applicability: The restrictions apply to all road vehicles in England, Wales, and Scotland (Great Britain)1.
- Legal Authority: The Automated Vehicles (Marketing Restrictions) Regulations 2026 are made under section 78(1) of the Automated Vehicles Act 20241.
- Consultation: The Secretary of State consulted representative organisations before making the Regulations, as required by section 97(2) of the Act1.
2. Restricted Terms
The Regulations define restricted terms as follows1:
- Explicitly Restricted Terms:
- automated
- automated driving
- autonomous
- autonomous driving
- drive autonomously
- drive itself
- driverless
- self-driving
- Scope of Restrictions:
3. Conditions for Permitted Use
A restricted term may only be used if:
- The vehicle is an authorised automated vehicle under section 3 of the Automated Vehicles Act 20241.
- The term is used in connection with the promotion or supply of such a vehicle or its equipment1.
4. Offences and Defences
- Offence: Using a restricted term in marketing or supply of a vehicle that is not authorised constitutes an offence under section 78 of the Automated Vehicles Act 20241.
- Defences: The Act may provide defences (e.g., due diligence), but these are not detailed in the Regulations1.
5. Key Dates
| Regulation | Key Requirement | Deadline | Authority |
|---|---|---|---|
| Automated Vehicles (Marketing Restrictions) Regulations 2026 | Prohibits use of restricted terms unless vehicle is authorised under the Automated Vehicles Act 20241. | 7 January 2027 | Secretary of State (Department for Transport)1 |
Summary Answer
The Automated Vehicles (Marketing Restrictions) Regulations 2026, enforceable from 7 January 2027, prohibit the use of terms like "self-driving", "driverless", or "autonomous" in marketing road vehicles in Great Britain unless the vehicle is authorised under the Automated Vehicles Act 20241. The Regulations define eight restricted terms and their variants, with exceptions for vehicles certified under section 3 of the Act1. Non-compliance constitutes an offence, though potential defences may apply under the Act1. The restrictions apply across England, Wales, and Scotland1. No significant impact on the private or voluntary sector is anticipated1.
Sources
- ↩ assets.publishing.service.gov.uk — 6835d53a9c2ff625fff69338 / draft market standards the aut… https://assets.publishing.service.gov.uk/media/6835d53a9c2ff625fff69338/draft-market-standards-the-automated-vehicles-marketing-restrictions-regulations.pdf
- legislation.gov.uk — contents / made https://www.legislation.gov.uk/uksi/2026/733/contents/made