The Australian Competition and Consumer Commission (ACCC) has launched a safety awareness campaign aimed at reducing quad bike-related injuries and fatalities in regional Australia. The campaign emphasizes that older male farmers, particularly those over 70, are at the highest risk of fatal incidents, with children also being significantly affected.

Since 2011, there have been 234 deaths in Australia due to quad bike accidents, with men accounting for over 80% of these fatalities. The ACCC's Deputy Chair, Mick Keogh, highlighted the dangers of quad bikes, noting their propensity to roll over even at low speeds, which can lead to severe injuries or death.

The campaign features advertisements that encourage farmers, parents, and caregivers to recognize the risks associated with quad bikes, urging them to protect their loved ones. The ads will be disseminated across various platforms, including online news sites, social media, and podcasts.

Keogh stressed the importance of following safety guidelines when using quad bikes, such as wearing helmets, ensuring rollover protection is fitted, and preventing children from riding adult quad bikes. The ACCC also pointed out that while the Consumer Goods (Quad Bikes) Safety Standard has improved safety, many older models still lack necessary protections.

With New South Wales and Queensland reporting the highest rates of quad bike injuries and fatalities, the ACCC is committed to raising awareness and promoting safer practices among quad bike users.