Highways England has launched a campaign warning drivers to slow down after 35 people were killed and 610 were seriously injured in London and the south east when driving in the rain last year.

The new safety campaign follows the release of figures which show that travelling too fast in wet conditions is a factor in one in nine deaths on the road.

People are 30 times more likely to be killed or seriously injured in rain than snow.

Highways England is also advising drivers to allow enough space between their car and the vehicle in front.

The message is being reinforced with rain-activated paint messages visible to people leaving motorway services when it is raining.

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Highways England’s head of road safety Richard Leonard said: “Most of us already slow down in snow, ice or fog but when it rains we consider it normal so don’t adapt our driving.

“The sad fact is that 2,918 people were killed or seriously injured on the roads in Great Britain when it was raining last year, and not slowing down to suit the current conditions was identified as a factor in 1 in 9 of all road deaths.”

“Rain makes it harder for tyres to grip the road and harder for drivers to see ahead – significantly increasing the chances of being involved in a collision.”