UK drivers encouraged to use Intelligent Speed Assistance (ISA) in vehicles
Researchers at the Universities of Sheffield and Greenwich have developed an evidence-based leaflet and animation to promote the use of Intelligent Speed Assistance (ISA) whilst driving, in a bid to reduce the number of speed-related collisions.
ISA is an effective in-car technology that helps drivers to stay within speed limits. ISA systems identify the local speed limit using speed map data combined with satellite global positioning information and/or camera recognition of speed limit signs.
There are many variations on ISA but the majority fit into two broad categories. Advisory ISA provides visual/audio warning to the driver when the speed limit is exceeded, while intervening ISA actually reduces vehicle power, gradually slowing the vehicle until it is under the speed limit.
The European Union legislated that all new cars sold from 2024 should have a version of ISA fitted, although similar legislation is yet to be introduced in the UK, following exit from the European Union.
Using funding from The Road Safety Trust, researchers from the Universities of Sheffield and Greenwich have spent three years exploring effective ways to enhance the acceptability and use of ISA by drivers in the UK. They created educational materials designed to strengthen underlying positive beliefs about the technology and to dispel misconceptions. An evaluation showed it has the potential to change intended behaviour, drivers were more likely to use ISA after seeing the leaflet and animation.
The key recommendations of this study are for road safety practitioners to improve adherence to in-car safety technology using evaluated approaches and for policy-makers to consider making intervening ISA as widely available as possible in new vehicles, ideally through legislation.
Their findings demonstrate that this safety-enhancing improvement would be supported by drivers, provided there is an override option, as well as sufficient and reliable infrastructure to support ISA systems working effectively.
Drivers who took part in the study also emphasised the importance of persuasion and increased awareness of ISA as tools to help improve uptake and effective usage.
The researchers found that road safety educational campaigns would be well-placed to address this knowledge gap. They also note that such campaigns can encourage individuals proactively to choose to use ISA in the absence of legislation.
Richard Rowe, Professor of Psychology at the University of Sheffield, said: “Intelligent Speed Assistance can help drivers stay within the speed limit. This can reduce their risk of being involved in a crash or receiving a speeding penalty. We hope that our research can increase the uptake of this technology, and help to maximise its road safety potential.”
Ruth Purdie OBE, Chief Executive of The Road Safety Trust, said: “Speeding is one of the fatal four causes of road collisions. It is exceptionally dangerous.
“This report highlights that ISA is an effective method to help drivers remain within the speed limit. Unfortunately, at present, such groundbreaking safety technology is not commonplace in UK vehicles.
“The research reveals what is required both to increase the access to, and uptake of, ISA by UK drivers - and therefore to help reduce the number of speed related collisions which remains far too high.”
To access the leaflet and animation, as well as to find out more about the project, visit the project page on The Road Safety Trust website.
6 February 2025