The A361 Frome Bypass, a heavily trafficked road carrying around 15,000 vehicles daily, is under fresh scrutiny following alarming data captured by newly installed artificial intelligence (AI) cameras. Over a four-month period, these state-of-the-art devices detected more than 4,500 driving offences, highlighting the urgent need for improved safety measures on this notorious stretch.
This section of the A361 has witnessed six fatal collisions over the past five years, including four tragedies just between 2023 and 2024. In response, Somerset Council and Avon and Somerset Police deployed AI cameras as part of a wider road safety initiative.
Between March and July 2025, the cameras identified 4,407 instances of drivers not wearing seat belts, 119 cases of mobile phone use while driving, and 74 vehicles exceeding 80 mph in a 60 mph zone. Given these figures, authorities are considering lowering the speed limit to 50 mph alongside implementing enhanced road markings and other safety features.
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A feasibility study is currently underway, with potential construction scheduled for late 2026. Meanwhile, the AI cameras will continue monitoring driver behaviour to guide enforcement efforts.
Frome and East Somerset MP Anna Sabine, an outspoken advocate for road safety improvements since taking office last year, expressed optimism about the proposed changes. She described the bypass as “incredibly dangerous” and called the planned measures “a major step forward in protecting the community.”
Somerset Council’s Lead Member for Transport and Waste Services, Councillor Richard Wilkins, emphasised that reckless driver behaviour contributes to approximately 90% of serious collisions. “These statistics are shocking,” he said, urging all drivers to take responsibility for their actions behind the wheel.
Inspector Matt Boiles of Avon and Somerset Police highlighted the critical role AI technology is playing in identifying high-risk driving behaviours. “Every offence recorded represents a potential life saved if drivers adjust their habits,” he noted.
Following severe crashes last autumn, urgent safety upgrades have already been implemented at the nearby A361/A362 junction, including enhanced signage, replacement of ‘Give Way’ signs with ‘Stop’ signs, extended double white lines, and improved road markings.
This effort aligns with the Fatal Five campaign, targeting the five most dangerous driving behaviours linked to serious and fatal collisions. These ongoing initiatives aim to make travelling on the Frome Bypass safer for all road users.