Two-thirds don’t know what EU tyre labels are for, says eBay research

Nearly half of UK motorists have no understanding of EU tyre labels, according to new eBay research released in September 2025. Despite being in use since 2012, the scheme remains overlooked at point of sale, with many buyers relying on garage recommendations rather than label data. The findings arrive as DVSA figures show tyre defects remain a major MOT failure cause, highlighting the ongoing need for clearer consumer information.

What the survey found

• 47% of respondents said they had no understanding of EU tyre labels.
• 66% did not know what the labels are for; 61% do not check them before buying tyres.
• Respondents misidentified label indicators two-thirds of the time; the ice symbol was misread by 92%.
• By contrast, 67% correctly identified the wet grip rating.

Why EU tyre labels matter

EU tyre labels provide standardised information on fuel efficiency, wet grip and external noise, with additional snow and ice performance indicators on eligible products. UK guidance requires labels to be displayed to help buyers compare safety and efficiency. Clarity at purchase is essential as tyres influence stopping distances, running costs and cabin noise across everyday driving.

Safety context

Tyre-related MOT failures remain high. DVSA data cited by road safety groups show around 2.15 million vehicles failed on tyre defects in 2023–24, up from just over two million the prior year. That trend underscores the risk when drivers don’t use label data or research replacements.

Buying behaviour and retail impact

The eBay study indicates 74% of motorists usually rely on garage recommendations, with more than half doing little or no research before purchase. For retailers, that points to an education opportunity at the service desk and online—making EU tyre labels prominent and explaining wet grip, rolling resistance and seasonal fitment.

• EV buyers’ information needs: study finds EV drivers want tailored tyres and better information.
• Regulatory angle: EU ramps up tyre labelling enforcement: what it means for UK wholesalers.

‍

“Despite existing in the UK for more than a decade, knowledge around EU tyre labels among UK motorists is still sparse. It is worrying that proper knowledge could make maintaining vital vehicle parts safer and cheaper.” - Abir Tewari, UK director of commercial operations, parts and accessories at eBay.

‍

‍

‍

‍

‍

Tagged with: EU tyre labels, tyre labelling, wet grip rating, tyre safety, MOT failures, DVSA, tyre buying, UK motorists, retail garages, winter tyres, ice symbol, fuel efficiency

‍