ICBC cutting advertising budget in half to fund more police enforcement

If you notice less ICBC advertising over the next few months, you’re not imagining things.

The insurance corporation is cutting its annual advertising in half and redirecting the funds towards police traffic enforcement.

It’ll give police in B.C. more money to support road safety, something attorney general David Eby calls direct advertising.

"Drivers in British Columbia who insist on high-risk driving are clearly not following ICBC's general road safety advertising messages," said Eby.

"Redirecting ICBC advertising dollars to increase enforcement will give police officers more opportunity to deliver a specific and personal advertising message directly to more reckless drivers at the side of the road.”

The move will provide an additional $2.4-million to enhanced traffic enforcement throughout the province, bringing ICBC’s total annual investment in that field to $24.8-million.

It’s hoped the move will help reduce the number of crashes in B.C., alleviate some of the financial pressure on ICBC.

"ICBC is facing significant cost pressures that really start from one place - crashes," said Nicolas Jimenez, president and CEO of ICBC.

"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."

Last year there were nearly 1,000 crashes a day in B.C., which is a record high for the province.

ICBC will retain about $2.4-million in its advertising budget for the next fiscal year, which will be primarily used to educate British Columbians on the changes coming to the auto insurance system over the next 12 months.