Letter - Drivers must see the merit of road pricing

Luke Blair is right that some 'key communication measures' are needed to sell road pricing to the masses (PRWeek, 8 June). But it needs more than having a Ken Livingstone-style leader in every town.

Good communications are needed to sell the wider benefits of the scheme in a package that motorists want, including congestion avoidance, satellite navigation and cheaper insurance.

But no matter how slick the marketing and PR, it is impossible to sell road pricing to the public as the product name stinks of tax.

We have suggested that a good start would be a new voluntary package, 'UK Drive Time', which includes a form of charging per mile linked to fuel tax reductions and other benefits.

Edmund King, executive director, RAC Foundation

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