Philip Hammond, the transport Secretary, stated that all departmental budgets have been reduced in some way and it will require campaigns to raise awareness of drunk driving, particularly to younger groups of drivers, will need to become more targeted. The plan is to focus on radio and internet advertising, utilising mediums such as social networking sites. Road safety charity, Brake, is urging the Government to reduce the limit from its current 80mg to 20mg/100ml blood.

The system uses automated number plate recognition (ANPR) cameras to scan a passing cars number plate to deliver an advert showing what brand of oil they should buy for their particular vehicle. There are currently 5 of the billboards in London which measure 17ft x 8ft. The company states that no information is stored pertaining to what vehicle passes the sign.