ICBC cuts ad budget in favour of traffic enforcement
The B.C. Utilities Commission has asked ICBC to provide information on potential rate hikes through 2020, but the public insurer has so far refused. Nov. 22, 2016. (CTV)
VICTORIA - The Insurance Corporation of British Columbia is slashing its advertising budget in half and redirecting the funds toward police traffic enforcement.
Attorney General David Eby says high risk drivers are ignoring the corporation's road safety messages.
He says channelling advertising funds directly to enforcement will offer the chance to deliver the message directly to risky drivers.
Starting in the next fiscal year, the insurance corporation will add $2.4 million to enhanced traffic enforcement.
The Ministry of the Attorney General says that will boost the public insurer's investment in direct safety traffic programs to $24.8 million.
Corporation president Nicolas Jimenez says ICBC's cost pressures can be traced directly to the 350,000 crashes, about 960 a day, that were recorded across British Columbia last year.