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

Chalo! FreshCo grocery store opens in Abbotsford

New grocery store jam packed on day one at former Safeway site

Photos of masked-marijuana-clinic robber released by Abbotsford police

Gunman robbed dispensary for cash and weed, still at large

UFV Cascades last Pacwest dance

Volleyball program moving to Canada West play after this weekend’s provincials

Abbotsford basketball teams head to provincials

Several local teams tipping off in Langley starting on Saturday

Abbotsford-Mission has Canada’s third-highest ‘moving penalty’

Disparity between vacant/occupied units incentivizes renovictions & reduces mobility, researcher says

Blair says RCMP have met Wet’suwet’en conditions, calls for end to blockades

The Wet’suwet’en’s hereditary chiefs oppose the Coastal GasLink project

Collision stops southbound traffic on Coquihalla Highway

Black Press Media has reached out to RCMP, paramedics for details

Exploding enrolment prompts opening of second TWU campus in Richmond

Langley’s faith-based Trinity Western University opens a second campus in Richmond

Fraser Valley seniors’ home residents go without meds for a night due to staff shortage

Residents speak out about staff shortages that are leading to serious safety concerns

B.C. lawyer, professor look to piloting a mental-health court

In November, Nova Scotia’s mental-health court program marked 10 years of existence

COLUMN: Not an expert on First Nations government structures? Then maybe you should calm down

Consider your knowledge about First Nations governance structures before getting really, really mad

Meet the Wet’suwet’en who want the Coastal GasLink pipeline

Supporters of the pipeline are upset only one side is being heard nationwide

Court awards Surrey Costco shopping cart collector $583K after car pins him

Kurtis Ryan Burdeniuk, 22, was retrieving carts when driver backed into him in the parking lot, pinning him

Monster Jam set to roar back into Vancouver

Monster truck tour to stop at PNE Coliseum in March

Most Read