The Department for Transport (DfT) has announced a comprehensive information campaign targeting UK motorists who remain unaware of significant changes to the Highway Code introduced in 2022. This initiative comes with a stark warning: drivers could face fines of up to £2,500 and penalty points for non-compliance, as many continue to breach rules designed to protect vulnerable road users daily.
Hierarchy of Road Users: A Paradigm Shift
In 2022, the Highway Code underwent its most substantial update in years, establishing a new Hierarchy of Road Users. This framework prioritises pedestrians, cyclists, and horse riders—those most at risk in traffic—over vehicle drivers. A cornerstone of these changes mandates that drivers must give way to pedestrians who are crossing or waiting to cross at junctions.
However, the DfT's new statement reveals a concerning gap in public awareness. Despite previous THINK! advertising campaigns, many motorists are still unfamiliar with these rules, potentially endangering lives. The department's 2026 campaign aims to bridge this knowledge deficit across the nation.
Embedding Safety Through Education
Lilian Greenwood, Parliamentary Under-Secretary at the Department for Transport, emphasised the government's commitment in a recent parliamentary response. "Injuries and fatalities from road collisions caused by driving are unacceptable, and this Government will work hard to prevent these tragedies for all road users," she stated.
Greenwood outlined ongoing efforts, including year-round radio adverts and social media promotions via the THINK! campaign and partner organisations. Yet, she acknowledged that "more work is needed to continue embedding these changes and overall awareness of the Highway Code."
The DfT's new Road Safety Strategy, published in January 2026, supports a Lifelong Learning approach. This includes plans to publish national guidance on road safety education and a manual for implementation, recognising that evolving road environments and technologies necessitate continuous learning for all users.
Staggering Statistics and Legal Consequences
The urgency of this campaign is underscored by alarming statistics. In 2023, 407 pedestrians were killed on UK roads, a 6% increase from 385 in 2022. The Highway Code amendments directly address such risks by clarifying that "when people are crossing or waiting to cross at a junction, other traffic should give way."
Motorists who fail to comply, such as by turning into the path of a pedestrian, can be prosecuted for driving without due care and attention. This offence carries a maximum fine of £2,500 and between 3 and 9 penalty points on their licence.
Cyclist Responsibilities and Public Ignorance
The rules extend beyond drivers; cyclists are also required to give way to pedestrians at junctions and crossings, including zebra and parallel crossings. Despite this, an RAC poll from early 2024 highlighted widespread non-compliance. Among 2,500 motorists surveyed, only 23% claimed to always give priority to pedestrians at junctions, while 6% admitted they never do.
This ignorance persists even as the Highway Code explicitly states: "If people have started crossing and traffic wants to turn into the road, the people crossing have priority and the traffic should give way."
Broader Road Safety Strategy
The DfT's campaign is part of a broader Road Safety Strategy, the first in over a decade. Proposals include tackling drink driving by lowering the alcohol limit, improving training for young drivers, and introducing mandatory eye tests for older motorists. These measures aim to create a safer road environment for everyone.
As the department considers further options to enhance awareness, the message is clear: understanding and adhering to the updated Highway Code is not just a legal obligation but a critical step toward reducing road casualties and fostering a culture of safety on UK streets.
