In January 2004, a wide-reaching publicity campaign was launched to advise motorists of new registration requirements whereby the registered keeper remains liable for licensing a vehicle until DVLA is notified of its sale or transfer. Failure to comply results in the registered keeper incurring an £80 late licensing penalty if the vehicle remains untaxed.
The campaign was aimed specifically at informing motorists of the importance of notifying DVLA when their vehicle changed hands. It included:
An information leaflet inserted in all V11 renewal reminders from January 2004 for 12 months
A television advertisement was broadcast from February 2004 to June 2004
Specific radio advertisements were broadcast from March 2004 to July 2004
Online advertisements were featured on buying and selling pages of well known motoring websites from August 2004 to March 2005
Advertisements were featured in specialist motoring magazines from August 2004 to March 2005
2 public information television fillers were produced by COI and marketed to television stations from January 2004 for a minimum 12 month period
A public relations campaign was used to highlight the messaging in the national and regional press throughout 2004.