The Outdoor Power Equipment Institute (OPEI) rolled out a new ethanol education and consumer protection campaign at the GIE+EXPO called “Look Before You Pump.”

The campaign features a red warning hand indicating “OK” for 10 percent ethanol and “No” for mid-level ethanol blends, such as E15, E30 or E85.  The illustration will reach consumers through radio and video public service announcements (PSA), fact sheets, in-store displays, labeling and product hang-tags. Its goal is to caution consumers about the harm and illegality of using higher ethanol blends in small engines, UTVs and outdoor power equipment.

The urgency of the industry’s campaign stems from research showing high-ethanol blends of gasoline can damage or destroy small engines not designed to handle it. A recent OPEI/Harris Interactive study shows 71 percent of Americans are “not at all sure” if it is illegal or legal to put high level ethanol gas into engines, such as those in boats, mowers, chain saws, snow mobiles, generators and other engine products.

“Although there is continued uncertainty in the renewable fuels market, one thing for certain is that the way consumers select and use fuel will be changing in the coming years,” said Kris Kiser, president and CEO of OPEI. “It is incumbent upon our industry to be proactive.  We are cautioning American consumers and business owners whose livelihood depends on our equipment to be more mindful at the gas pump.  Don’t assume that the gas you put in your car can still go in your mower, chainsaw or generator.”

Updated 10/30/13.