Justice Minister David Eby says ICBC will focus on bad drivers. (Katya Slepian/Black Press Media)

ICBC cuts ad budget in favour of traffic enforcement

David Eby says upping enforcement will get to drivers who are ignoring safe driving messages

The Insurance Corporation of British Columbia is slashing its advertising budget in half and redirecting the funds toward police traffic enforcement.

Attorney General David Eby says high risk drivers are ignoring the corporation’s road safety messages.

He says channelling advertising funds directly to enforcement will offer the chance to deliver the message directly to risky drivers.

READ MORE: ICBC posts net loss of $582 million

Starting in the next fiscal year, the insurance corporation will add $2.4 million to enhanced traffic enforcement.

The Ministry of the Attorney General says that will boost the public insurer’s investment in direct safety traffic programs to $24.8 million.

Corporation president Nicolas Jimenez says ICBC’s cost pressures can be traced directly to the 350,000 crashes, about 960 a day, that were recorded across British Columbia last year.

“With crashes at an all-time high in our province, we’re committed to doing what we can to reduce claims costs and relieve the pressure on insurance rates,” Jimenez says in a news release.

The corporation says the $2.4 million remaining in its advertising budget will be spent educating drivers about upcoming changes to the provincial auto insurance system.

The Canadian Press


Like us on Facebook and follow us on Twitter.

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Council approves two retail cannabis stores for Ladysmith

Their applications are now in the hands of the provincial government

Ladysmith Heritage Awards honour commitments to preserving local history

Four awards were given at the first ever Ladysmith Heritage Awards ceremony

Exclusive: Pamela Anderson talks plans for waterfront Ladysmith property after 12-day marriage

Anderson says she can pay her own bills. Peters denies making comments suggesting she can’t

UPDATE – Chemainus Secondary School fire being investigated as suspicious

Classes cancelled Friday due to ongoing investigation and damage

Town Council approves recommended remunerations increase

A Select Committee on Council Remunerations was formed to determine an increase to remunerations

HIGHLIGHTS: Day one and two at the 2020 BC Winter Games

Athletes had sunny – but cold – weather to work with in Fort St. John

Governor general says multiple solutions needed for ‘complicated’ overdose issue

Julie Payette met at a fire hall with firefighters and police officers as well as politicians and health experts

Landlord ordered to pay $11K after harassing B.C. mom to move days after giving birth

Germaine Valdez was pressured to move just a few days after giving birth by C-section to her child

Heart attacks strike B.C. husband and wife just over one year apart

Courtenay couple share personal stories to bring awareness to heart month

‘Nothing surprises us anymore:’ U.S. border officials find brain in package

U.S. Customs and Border Protection agents found the brain packed in a glass mason jar in a Canada Post shipment

B.C., Ottawa sign sweeping 30-year deal for northern caribou habitat

West Moberly, Saulteau co-manage new protection on two million acres

Eyes on police after Trudeau orders blockades torn down, injunctions enforced

The RCMP in B.C. have sent a letter to the traditional leaders of the Wet’suwet’en Nation

B.C. massage therapist suspended following allegations of sexual misconduct

While suspended, Leonard Krekic is not entitled to practice as an RMT in B.C.

Cheapest in B.C.: Penticton gas prices dip below $1 per litre

Two stores in Penticton have gas below a dollar.

Most Read