DVLA names shop for a campaign to raise compliance

The Driver and Vehicle Licensing Agency has appointed Geronimo Public Relations for a PR campaign designed to raise levels of 'consumer compliance'.

Many motorists fail to keep their driver's licence and vehicle information up to date. DVLA group manager Lianne Parkinson said that 'accuracy of records is vital as the DVLA plays an important role in crime reduction and road safety'.

Geronimo MD Karen Harris will head up a team of three on the 12-month campaign. 'We're going to completely restructure the whole thought process,' said Harris.

Stiffer penalties are believed to be one option. Unlike Australia and the US, the UK imposes no fines for failure to update registration records.

The agency is also looking into other ways of motivating people.

While exact details of the campaign remain unspecified, the DVLA is devoting a 'substantial amount' to ensure customer compliance, Harris said.

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