Speed Limits: Rural Areas

The Government’s THINK! campaign aims to change attitudes and behaviours among a primary audience of young men aged 17-24 who are four times more likely to be killed or seriously injured on our roads than those over 25. From January - March 2025, THINK! ran a speeding campaign highlighting the risks of driving too fast for the conditions on rural roads, circumstances that contribute to high numbers of young driver casualties. The campaign featured advertising in cinemas, radio, digital audio and gaming environments, as well as working with content creators and influential platforms to tackle speeding via voices the young audience trust.

Decisions on making local speed limits on roads in England rest with traffic authorities who have responsibility for roads in local areas. The Department for Transport issues best practice guidance to assist authorities setting local speed limits, designed to make sure that speed limits are appropriately and consistently set while allowing for flexibility to deal with local circumstances.

It is for local authorities to decide where reduced speed limits will be effective on the roads they manage, and consultation and community support should be at the heart of the process.