Throughout the month of October Wiltshire Police will be targeting motorists who break the speed limit in urban areas, together with those who drive at inappropriate speeds for the road and traffic conditions.

According to the police, statistics show that as many as 70 per cent of drivers break the speed limit at one time or another.

Those who do speed or who do not take proper account of road and traffic conditions not only risk a fine and points on their licence, but they are also more likely to be involved in a road collision.

Driving at an inappropriate speed does not necessarily mean breaking the speed limit but can include approaching a bend or junction too fast, not negotiating narrow roads properly, overtaking where it is inappropriate to do so and driving too fast when your vision is impaired, for example in heavy rain or at night.

Police say that choosing the appropriate speed is about judgment. Most people think they get it right, sadly the statistics show many get it wrong.

Motorists who do drive recklessly should consider the following: - If you hit an adult pedestrian while driving at 30mph, their survival rate is 80 per cent. However, if you hit them at 40mph their survival rate reduces significantly to ten per cent, or 20 per cent for a child.

- Two out of every three crashes where people are killed or injured happen on roads where the speed limit is 40mph or less.

- On average nine people die every day on Britain’s roads.

- If you do cause the death of someone through dangerous driving, you will have to live with the emotional consequences for the rest of your life.

Inspector Nick Elton, operations manager for the Wiltshire Police Roads Policing Unit, said: “I’m well aware that many motorists feel that it’s a waste of time for officers to enforce speed limits. However, our aim is simple, to reduce the number of people who are killed or seriously injured on our roads.

“In 2008, 349 people were killed or seriously injured on the roads of Wiltshire. In many of these cases speed was found to be one of the contributing factors.

"People should be aware that speeding doesn’t just mean driving at 90mph on the motorway, it’s just as dangerous to drive at 40mph in a 30 zone.”

He continued: “Drivers should consider what they gain by speeding. While they may save a few minutes on their journey, they risk a great deal not only in terms of a fine and points on their licence but also the trauma of being involved in a collision where somebody is killed or seriously injured.”