How Fleet Managers Can Take Control of Driver Distraction

Driver distraction remains a significant concern for all road users, including fleet operators. Whether it’s mobile phone use, in-cab technology, or other distractions, losing focus while driving can lead to serious consequences. Managing distraction is essential for improving fleet safety, ensuring compliance, and protecting business operations.

The Reality of Driver Distraction

• In 2022, 22 people were killed and 652 injured in crashes where mobile phone use was a factor.
• 15,300 prosecutions were issued in 2023 for using or causing others to use a handheld mobile phone while driving.
• HGV drivers involved in collisions were 40% more likely to have been using hands-free calls compared to those who did not crash.
• The 100-Car Naturalistic Study found that 78% of crashes and 65% of near crashes involved distraction or inattention.

Distraction isn’t limited to mobile phones. Hands-free calls, adjusting settings in the cab, eating, or fatigue can all take a driver’s focus away from the road.

The Compliance and Business Risks

Under the Road Traffic Act 1988, driving without due care and attention is an offence. In serious cases, drivers can face prosecution for dangerous driving, which can result in fines, disqualification, or imprisonment.

For fleets, distracted driving can also lead to:

• Liability and compliance risks if policies and monitoring are insufficient
• Increased insurance costs as collisions caused by distraction can result in higher premiums and claims
• Operational downtime due to vehicle damage, driver injury, and time off the road
• Reputation damage that affects customer trust and contracts

The distraction risks become even clearer when considering how far a vehicle travels in a short time. At 30 mph, a vehicle covers 27 metres in just two seconds. At 60 mph, that distance doubles to 54 metres. If a driver takes five seconds to read or send a text, their vehicle could travel more than 80 metres before they refocus.

Practical Steps to Reduce the Risk

Fleet managers can take several steps to reduce the risks associated with driver distraction. A proactive approach that combines clear policies, ongoing driver education, and technology can make a significant difference.

1. Strengthen Policies on Mobile Phone Use – Clear and enforceable mobile phone policies ensure that drivers understand expectations.Policies should include:

• Defining when calls can and cannot be taken, including hands-free use.
• Requiring drivers to activate ‘do not disturb’ mode or switch off phones while driving.
• Regularly reinforcing policies through driver handbooks and compliance training.

2. Use Digital Systems to Identify and Prevent Distraction – Technology can help fleet managers monitor driver behaviour and reduce distraction risks.Convey’s platform provides:

• Driver performance monitoring to track trends in braking, speeding, and erratic driving, which may indicate distraction.
• Walkaround checks to help drivers identify and resolve in-cab distractions, such as dashboard alerts or faulty equipment, before setting off.
• Tachograph analysis to ensure compliance with driving hours, reducing fatigue-related distraction risks.
• Remote data access to allow fleet managers to monitor compliance in real time without disrupting drivers.
• Handbook module to ensure drivers have instant access to company policies on distraction and road safety.

3. Provide Ongoing Driver Education – Regular training and ongoing awareness reinforce safe driving habits.Driver education should include:

• Safety briefings highlighting the risks of hands-free phone use and in-cab distractions
• Compliance updates to reinforce company policies
• Driver communications and training modules covering distraction risks
• A digital driver handbook to ensure policies on distraction and road safety are easily accessible when needed.
• Provide easy access to safety resources such as Driving for Better Business Materials.

4. Review Driver Behaviour and Policies Regularly – Monitoring and reviewing driver behaviour helps identify areas where distraction could be a problem.Fleet managers should:

• Use data insights to identify trends and address distraction-related concerns.
• Keep policies updated to reflect industry best practice and changing regulations.
• Ensure driver handbooks contain clear guidance on preventing distraction.

Access Fleet Safety Resources

Driving for Better Business has created free resources to help fleets address driver distraction, including:

• A distraction awareness article for drivers
• Short safety messages on the risks of distracted driving
• A ‘Distraction Kills’ poster for staff noticeboards
• Van Driver Toolkit information sheets on distraction

Access the resources here: DfBB Fleet Safety Focus – Driver Distraction

At Convey, road safety is at the heart of what we do. That’s why we’ve partnered with Driving for Better Business as a delivery partner, helping to raise awareness about the risks of driver distraction. We encourage fleet operators to explore their free resources on safer driving practices.

In line with our commitment, we believe that taking a proactive approach through clear policies, ongoing training, and digital compliance tools is essential. We’re here to help fleet managers stay ahead of risks, ensure compliance, and promote safer driving with solutions such as our handbook module, driver performance, and compliance management features.