The A361 Frome Bypass, a busy route carrying around 15,000 vehicles daily, is under fresh scrutiny after advanced artificial intelligence (AI) cameras recorded more than 4,500 traffic offences in just four months. This notorious stretch of road has seen six fatal collisions over the last five years, with four occurring between 2023 and 2024 alone, raising growing concerns about safety.
Somerset Council, in partnership with Avon and Somerset Police, installed state-of-the-art AI cameras along the bypass as part of a comprehensive safety initiative. From March to July 2025, these cameras detected 4,407 drivers failing to wear seat belts, 119 using mobile phones while driving, and 74 vehicles exceeding speeds of 80mph, despite the current 60mph speed limit.
In response, authorities are considering lowering the speed limit to 50mph, alongside enhanced road markings and other engineering safety measures. A feasibility study is underway, with construction potentially starting by late 2026. Meanwhile, the AI cameras will continue monitoring driver behaviour.
Anna Sabine, MP for Frome and East Somerset and a long-time advocate for road safety improvements, expressed cautious optimism: “This road has been the site of far too many collisions and near misses. The prospect of permanent safety measures here is very encouraging. When I began campaigning, such changes felt distant, so it’s heartening to see real progress through AI monitoring leading to concrete action.”
Councillor Richard Wilkins, Somerset Council’s Lead Member for Transport and Waste Services, emphasized the partnership approach: “Community concerns about this road are justified. Working alongside Avon and Somerset Police, we aim to improve safety through both enforcement and engineering. Driver behaviour contributes to approximately 90% of serious collisions, and these offence numbers are alarming. We urge all drivers to act responsibly — it’s not just your life at risk, but everyone else’s.”
Avon and Somerset Police Inspector Matt Boiles highlighted the impact of AI technology: “The high number of offences captured is deeply troubling, reflecting how many drivers take needless risks. AI enables us to identify unsafe behaviours at scale and combine enforcement with education and long-term improvements. Each offence recorded could represent a life saved if it leads to better driving choices.”
Following several serious incidents last autumn, Somerset Council’s Highways Team introduced urgent safety upgrades at the A361/A361 junction, including improved warning signs, new ‘Stop’ signs replacing ‘Give Way’ signs, extended double white lines, and clearer road markings.
The ongoing ‘Fatal Five’ campaign, led by Somerset Council’s Road Safety Team with police support, targets five key dangerous driving behaviours linked to serious and fatal accidents. This multi-faceted approach aims to reduce crashes and save lives.