Why drug driving demands action now

Don’t put drugs in the driving seat

Drug driving guidance by Mark Checksfield, Head of Operations, Fleetmaxx Solutions

As Head of Operations at Fleetmaxx Solutions, road safety is at the heart of everything we do. Whether it’s fuel, compliance tools, or telematics, our role is to help businesses keep their vehicles – and their people – safe, efficient, and compliant.

So when the Government launches its first drug driving campaign in a decade, it’s something every fleet operator, transport manager, and business owner should pay close attention to.

Drug-driving is no longer a fringe issue. It is rapidly becoming one of the biggest threats to road safety in the UK, and the new THINK! “Don’t put drugs in the driving seat” campaign is a timely reminder of the rising risks on our roads.

A disturbing rise in drug driving offences

The statistics released by the Department for Transport (DfT) tell a worrying story:

• 90% of drug-impaired drivers involved in collisions are male.

• Four in ten are aged just 17 to 30.

• Over the last decade, from 2014 to 2023, driver fatalities involving drugs have risen by 70%.

For all of us operating fleets, these numbers are more than headlines – they’re operational risks. A single impaired driver doesn’t just put themselves at risk; they endanger colleagues, vulnerable road users, and the reputation of their employer.

This is why Fleetmaxx Solutions continuously champions safer driving behaviours and supports fleets in embedding compliance through tracking, monitoring, and training.

A drug driving campaign designed to hit home

The THINK! campaign’s creative approach is intentionally hard-hitting. Shot entirely from the driver’s seat with a rotating camera, the advert shows the devastating chain of events caused by one reckless decision:

🚗 The crash
🚓 The arrest
🏛️ The courtroom
🚨 The prison cell

It’s a sobering reminder that consequences escalate quickly – and that feeling “fine” isn’t the same as being safe or legal to drive.

This messaging aligns strongly with what we tell our own customers: driver perception is not a reliable safety measure. Only clear policies, robust systems, and proactive monitoring protect fleets from avoidable incidents.

Police increasing roadside action

The campaign coincides with enhanced police enforcement through Operation Limit, targeting both drink and drug-driving across December.

Chief Superintendent Marc Clothier was clear:

“Police officers across the country are stepping up proactive and intelligence-led stops… rest assured, if you drive under the influence of drugs or drink, we will catch you.”

With 27,000 drivers convicted each year for drug-driving, the message is unmistakable:

If you’re impaired, you will be removed from the road.

For business operators, this presents a two-fold challenge:

• Protecting the public and your workforce from impaired driving

• Protecting your O-licence, insurance, and business reputation

Drug-driving isn’t just a criminal offence – it’s a compliance failure and an avoidable operational disaster.

Young drivers: a key risk group for fleets

THINK!’s research shows:

• 32% of young men think it’s acceptable to drive if they “feel fine” after taking drugs.

• 46% know someone who drives after using drugs.

This perception gap is a serious concern for companies employing younger drivers, particularly in last-mile delivery, construction, retail distribution, and entry-level fleet roles.

The misconception that “feeling fine” equals being safe demonstrates why policies alone aren’t enough – education and reinforcement are essential.

Where the drug driving campaign will run

Throughout December, the campaign will be highly visible across:

• TikTok

• YouTube

• Digital audio platforms

• Social media

• Out-of-home advertising in drug-driving “hotspots”

This targeted, data-driven approach mirrors how we support customers through telematics and behaviour monitoring. The right message, delivered at the right time, helps change behaviours.

Drug driving: Why this matters for Fleetmaxx customers

At Fleetmaxx Solutions, we spend every day helping customers reduce risks, manage compliance, and run safer, more efficient fleets.

Drug driving jeopardises:

• Driver safety

• Public safety

• Insurance premiums

• O-licence compliance

• Company reputation

• Vehicle downtime and costs

This campaign reinforces everything we stand for as a business – that safe driving is non-negotiable.

Our tools such as Fleetloc8 telematics, Checkedsafe digital walk-rounds, driver behaviour monitoring, and clear policy support give operators the visibility they need to protect their workforce and keep their fleets compliant.

Mark Checksfield
Head of Operations
Fleetmaxx Solutions