Oil manufacturer Castrol has launched the UK's first personalised digital billboard which uses traffic cameras to advise drivers about the right oil for their cars.

The initiative will encourage drivers to drive past specially installed cameras safely in order to get ‘flashed’.

Rather than identifying cars driving over the speed limit or which haven’t paid the congestion charge, the cameras will help drivers by spot checking cars, and will flash a personalised engine maintenance message to the driver on a nearby billboard.

The cameras, which will be positioned by the side of the road, will pick up passing cars’ registrations and match them to the make and model of car via the DVLA database.

The process of registering the number plate to the message appearing on the billboard will take less than two seconds, and due to data protection, no registration plate data will be stored.

A message to the driver with the correct oil recommendation for their car’s engine will then be flashed on digital billboards further down the road.

“I love the idea of reaching motorists whilst they are actually driving their cars,” said motoring expert, Quentin Willson.

“Nearly half of Britain’s drivers are currently driving around with the wrong grade or specification of oil in their car but using the right oil it can help to protect the health of the engine and may also save on maintenance costs.”

He added, “This new initiative means that for once drivers may actually be pleased about being caught on camera.”

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