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Speeding car. Credit: Kaique Rocha, Pexels.
Amsterdam has begun testing digital road signs which show how many drivers adhere to the speed limits. The goal is to see if positive reinforcement can improve street safety.
The pilot project, which was launched by the Amsterdam Transport Region (ATR), will be held in four locations throughout the capital until October 9, 2025.
Positive spin on speeding laws
The project replaces familiar smiley-faced warning signs with dynamic board that shows a running total of good-behaved motorists. Sensors detect passing cars, and those who stay within the 30 km/h speed limit are recorded. This limit is often exceeded in urban areas.
The research of the transport authority shows that between 30 and 40% of drivers are exceeding the speed limits in 30 zones. Small violations, such as five to ten kilometers per hour, are often dismissed by drivers as harmless.
According to Leonie Veerman, spokeswoman for Dutch broadcaster NOS: “People are happy to conform to social norms.” By making this norm visible, it promotes a positive herd-mentality. She continued, “The message that we are sending is that your neighbours follow the rules.”
Tests are conducted on the location of the signs
The new boards are installed in:
- Landsmeer
- Ouderkerk aan de Amstel
- Aalsmeer
- Nieuw-Vennep
Amsterdam Transport Region reports that after only four days, most signs already had between 4,000-6,000 drivers following the speed limit.
Use of social pressure to improve road safety
This approach is based on other behavioral experiments, like using neighborhood comparisons to discourage flytipping. The idea is not to punish, but rather create a feeling of collective responsibility.
The transport authority and the local councils will assess whether the scheme can be expanded to other locations in order to counter the perception that everyone speeds.
Do you think that this could make roads safer or will some motorists only slow down if they’re at risk of a fine?
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