The Institute of Advanced Motorists (IAM) has announced it has joined forces with Nationwide Vehicle Contracts (NVC) to promote safer driving practices across the UK.

The leasing company provides a range of safer driving tips and guides on its website and this content has now received IAM's kitemark in recognition of the beneficial impact these publications can have on influencing driver behaviour for the better.

IAM chief executive Simon Best commented: "We are pleased to be working with NVC to help all drivers become safer through the use of our advice. It is great to work with an organisation that shares our goal of safer roads and safer drivers."

NVC's website provides information for road users on issues including UK motoring law, vehicle maintenance, safe driving practices and more, with the IAM keen to promote all of these areas to its members.

Donna Kelly, digital marketing manager at NVC, stated: "NVC are very proud to have the backing of the IAM and look forward to a continued relationship as we work with them to promote better driving and road safety."

The news follows the publication of research from the IAM highlighting the serious impact distractions can have on a motorist's ability to drive safely.

According to the organisation's findings, the most common causes of distraction for vehicle owners across the UK are having children in the car, changing the radio station, backseat drivers, mobile phones and satnav devices.

As a result, individuals should be aware of the impact each of these distractions can have on their ability to drive safely, ensuring they are aware at all times of the importance of keeping their concentration on what is happening on the road ahead and around them.

The poll of 1,500 motorists, on which this research was based, showed that one-third of respondents admitted to having a "near miss" as a result of being distracted at the wheel.

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