AXA research finds that over a quarter (26 per cent) of motorists are less likely to follow the road rules when the road is empty or quiet
Research also revealed that almost one in five drivers have had children comment on their driving, with 30 per cent being told they are driving too fast
AXA’s ‘Backseat Boss’ road safety campaign has been developed to educate primary school children, giving them the confidence to talk about safer driving behaviours with the adults around them
New AXA UK research has revealed when and why people are most likely to make poor decisions when driving. The survey of 2,000 drivers found they are most likely to break the law at 8:27 am during the morning rush hour and 7:15pm on the evening commute*.
AXA UK conducted the research as part of its ‘Backseat Boss’ road safety education campaign. The interactive programme gives primary schools across the country resources to help children drive home the invaluable lesson of road safety to their loved ones. The campaign aims to raise awareness of the impact of careless driving, with the goal of engaging with over 1000 children before the end of 2025 and expanding this significantly in 2026.
The survey found that driver habits leave a lot to be desired, with over a quarter (26 per cent) admitting they drive above the legal speed limit on a regular basis and almost half (45 per cent) saying they're more likely to not follow the rules of the road in an area they’re familiar with.
When asked why, more than a quarter (26 per cent) said they might break law when roads seem particularly empty or quiet, if they misjudge the speed limit (22 per cent), or when they’re desperate for the loo (15 per cent).
Another reason people admitted to breaking road laws was medical emergencies (33 per cent).
It's vital for motorists to stay alert when on the road and avoid distractions that can cause accidents. This is especially important near schools, yet you still see many ignoring signs even when children are nearby.
Being distracted at the wheel may seem harmless in the moment – such as replying to ‘just one text’ – but when driving, everything can change in an instant.
Research also found nearly nine in 10 (87 per cent) believe there should be a blanket 20mph speed limit outside primary schools during drop-off and pick-up times. And 86 per cent feel local authorities should work more closely with primary schools to make roads safer. That’s why AXA UK, in collaboration with the Child Accident Prevention Trust (CAPT), is calling on the Government to order local authorities to implement safer limits.
Despite this, more than a fifth (22 per cent) believe current speed limits in the UK are too low, although 67 per cent consider them ‘about right’.
Sixty-one per cent of respondents went on to admit to being caught speeding, with 29 per cent saying they saw their insurance costs increase, 18 per cent were left to pay a higher excess, and six per cent even had to move to a specialist high-risk insurer.
Speeding is only one of the many ways motorists can break the rules when in the driver’s seat, but it’s a really easy way to cause an accident, which can end up affecting your insurance costs when it comes to renewal time.
It’s especially important to be mindful of your speed in built-up areas, and around schools as younger children’s behaviour can be unpredictable.
Half of drivers polled said they are more likely to break a driving law while travelling alone in a car, but the survey also found that nearly one in five drivers (19 per cent) have had child passengers comment on their driving.
This includes 30 per cent of them saying they were told they are travelling too fast, and 14 per cent being told off for using a phone. It’s one of the reasons AXA UK is engaging with children about road safety, encouraging them to advocate for their own safety and help spark safer driving habits at home.
As part of the road safety campaign, AXA UK recently announced a partnership with child safety charity CAPT. This collaboration reflects a shared commitment to promoting safer driving to help reduce the number of accidents and improve road safety for all.
While it might be tempting to speed in an area we know well, what we can’t anticipate is a child suddenly running or veering out in front of us. The speed we drive at can be the difference between life and death for that child. We can help drivers stick to the rules of the road and the speed limits in place outside primary schools at busy drop-off and pick-up times.
The ‘Backseat Boss’ programme is available to schools across the country, encouraging positive driving behaviours with boss standing for: Buckle up, Off your phone, Steer with both hands and Stop at the red light. For more information about the campaign or to find out how your local school can get involved, please visit Safer Driving | AXA UK.
Notes to Editors
*Survey of 2,000 UK adults conducted on behalf of AXA UK by OnePoll.com in October 2025.