Eastern Bay of Plenty police: 'This type of behaviour has to stop'

There have been seven fatalities on Eastern Bay of Plenty roads already this year. Photo / File

Eastern Bay of Plenty police are urging motorists to do their part after seven fatalities on the region's roads already this year - the same number as all of 2018.

Eastern Bay of Plenty road policing manager Sergeant Ray Wylie said of particular note was the number of drivers losing control due to distraction or fatigue, some ending up in the path of oncoming vehicles.

"Road safety is everyone's responsibility but we're seeing driving standards fall well below expected levels.

"This type of behaviour has to stop."

Police are urging drivers to take regular breaks, have a good night's rest before a long journey, share the driving, and focus on driving without distraction.

That means putting cellphones away - a momentary lapse in concentration could be the difference between life and death.

Wylie said by working together we can help ensure drivers, passengers, riders and all other road users get to their destination safely.

"The last thing we want is to see anyone else killed or seriously injured on our roads."