Uber has announced the launch of a new safety feature designed to encourage drivers and riders alike to fasten their seat belt when taking an Uber trip. 

At the beginning of a trip, an audio reminder will be played through the driver’s app to the vehicle, which states “please use your seat belt for your safety”. This is designed to encourage riders to put their seat belt on when they enter the car. The message will be played regularly at the beginning of Uber trips.

At the same time, riders will receive a push notification on their phone, reminding them to buckle their seat belt. These reminders will be sent to riders on a regular basis.

Andrew Brem, Uber’s UK General Manager said: “With millions of trips taking place on our platform across the UK, we know we have a responsibility to make every trip as safe as possible. With this new safety feature we want to encourage both drivers and riders to buckle up every time – every seat and every ride.”

Roads Minister, Guy Opperman, said: “Wearing a seat belt is a simple step which can save lives and through our new THINK! campaign, we’re hoping to drive down deaths and injuries by making CLICKING in your belt second nature. Features like this are a vital part of raising awareness of the campaign and encouraging passengers to stay safe by belting up.”

The introduction of these notifications is just the latest example of Uber’s extensive investment in technology to create the safest possible experience for riders and drivers. Recognising its responsibility as the largest ride-hailing app, Uber has introduced measures such as:

• RideCheck: uses GPS data to track whether a trip has stopped for a long time and automatically checks in on the rider and driver.
• Safety Toolkit: where riders and drivers have access to the emergency button and can report safety incidents to us directly while on a trip. They can also easily share ride information with friends and loved ones and access some of the latest safety information from Uber.
• Verify My Trip: to ensure you are getting into the right vehicle by opting-in to receive a unique PIN that will automatically be sent to your driver for wireless verification. Your driver will only be able to begin your trip once the correct PIN is verified.
• Phone Number Anonymisation: calls and messages made using the Uber app do not reveal personal phone numbers. Your details are protected automatically.

Uber has also given its support to the Government’s new THINK! campaign, targeted at reminding young men to CLICK their seatbelt in a bid to shift attitudes and save lives on roads across England and Wales