This paper examines enforcement from a marketing point of view. There are many similarities between enforcement and marketing. An example is that both are aimed at influencing behaviour. Based on experience gained in marketing, the road user should be taken as the starting point in traffic enforcement. This calls for a completely new way of thinking on enforcement. Deploying people and resources as a more or less ritual repeat of the past is not acceptable anymore. The shift to enforcement marketing will call for considerable efforts, especially in the steering of enforcement. Arranging enforcement based on marketing principles is dynamic, constantly developing and interacting with the road user driving behaviour. In terms of substance, the most important consequence of the new viewpoint on enforcement is that the focus shifts to the 'chance of being caught' concept, especially the subjective chance of being caught as estimated by the potential offender. The addition of communication and information based on marketing principles enhances the preventative effect of deploying the enforcement capacity. Two practical examples of the successful application of enforcement marketing in the Netherlands are: (1) the approach taken for the A2 motorway between Amsterdam and Utrecht; and (2) the use of rotating radar on the A12 motorway between Arnhem and Ede. (A)
Abstract