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AFID & E10 Public Information Campaign Preparation

Project Brief

The Alternative Fuels Infrastructure Directive (AFID) requires the labelling of vehicles and fuel dispensers to be rolled out across Europe by October 2018. This will introduce labels for liquid and gaseous vehicles and infrastructure (electric vehicles and infrastructure will follow soon after), and all blends of diesel and petrol including E10. The deployment of AFID labelling will require a public information campaign.

The Transport Energy Task Force recommended that if the UK wished to meet the RED transport sub target by 2020 then the deployment of E10 petrol would be a low risk and important measure to take to meet the target. The LowCVP’s E10 Group recommended how to successfully deploy E10 petrol. If a decision is made to deploy E10 petrol in the UK there will be significant public communication demands to support the deployment and empower consumers with Government playing a leadership role to co-ordinate the role out of E10.


  1. To coordinate preparations for a public information campaign through the newly formed LowCVP’S AFID & E10 Group working, with range of stakeholders and DfT.
  2. To prepare a public information campaign brief and supporting materials to support the successful introduction of AFID labelling and E10 petrol.
  3. To develop and agree key messages for a public information campaign.
  4. To develop and agree materials to support a public information campaign.
  5. To undertake a vehicle testing programme to establish a robust evidence base on the impact on fuel consumption and air quality of switching from 95 E5 to 95 E10, which is credible to UK motorists.


Report and presentation for the proposed public information campaign. Public information campaign brief for use in commissioning PR agency. Online portal for core information resources including:

  1. Media messages
  2. Consumer messages
  3. Vehicle and equipment compatibility
  4. Technical guidance
  5. Report and presentation for the E10 vehicle emission testing results

Dissemination and communications:

Presentation to DfT, FWG, AFID & E10 Stakeholder Group and key stakeholder groups if required. Published report and online portal and sign posting to third party materials.

Delivery Timetable:

September 2017 – June 2018

Project Management:

Jonathan Murray

Project Partners:

UKPIA, REA, SMMT, AA, DFA, PRA, Tank Storage Association

Stakeholder Group Workshop, 5 December 2017

The second workshop was hosted by LowCVP at the Department for Transport and was chaired by Chris Mottershead, Kings College London.

Workshop Agenda

  1. Minutes, 7 Nov 2017
  2. Terms of Reference
  3. Deliverables, Timeline and Work Packages
  4. Review of Messages

Stakeholder Group Workshop, 7 November 2017

The first workshop was hosted by LowCVP at the Institution of Mechanical Engineers and was chaired by Rob Wakely, Head of Low Carbon Fuels DfT.

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