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The next time your mobile phone rings while you are driving, think twice before answering - you may be on camera.
Police throughout Pembrokeshire are mounting a campaign to crack down on people talking on the phone and sending text messages while at the wheel.
Unmarked police vehicles will be positioned throughout the county, fitted with camera equipment capable of capturing high resolution images of offenders at long range.
Chief Inspector Roger Hughes is determined to cut down on mobile phone use by drivers, especially young drivers, in the area.
Speaking at a press conference on Wednesday, chief inspector Hughes said: "Now everyone has a mobile and it is increasingly a line of enquiry when we investigate road accidents."
He emphasised driving while using a mobile phone amounted to driving without due care and attention; an offence punishable by a £2,500 fine or even disqualification.
Although there is debate about what effect talking on a hands free kit has on a person's driving, chief inspector Hughes said no action would be taken against people who used one. He said: "My hands-free kit cost me a few pounds and is very, very effective."
Chief inspector Hughes wants to prompt a change in the public perception of mobile phone use.
He said: "We have seen attitudes towards speeding change over the years and we hope to see change here too."
The crack down is currently under way throughout Pembrokeshire and may be taken up throughout the Dyfed-Powys area in the coming months.
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