Western Bay of Plenty police are urging motorists to take extra care following a number of serious crashes in the area.
Over the past week, three people have died and more have been seriously injured on roads in the Western Bay.
Western Bay of Plenty road policing co-ordinator Senior Sergeant Mark Pakes said people were taking unnecessary risks and not driving to the conditions.
"Every one of these crashes was avoidable and all had the potential to take further lives."
The advice from Pakes is simple - slow down, be patient and be respectful of other road users.