DRIVERS are being told to belt up for safety's sake.

West Merica Police are reminding motorists that everyone - adults, children and even family pets - must buckle up in vehicles no matter how long or short the journey.

Figures show that about one in 10 of the 95 people killed on roads in West Mercia last year died because they were not wearing seatbelts.

Sergeant John Roberts, the force casualty reduction officer, said: "Not wearing a seatbelt is dangerous and irresponsible. Too many people gamble with their own and other people's lives by allowing them to travel in vehicles unrestrained. It only takes a seconds for adults to fasten their seatbelts and ensure children are restrained."

In a crash at 30 miles an hour, an unrestrained person or pet will be thrown forward to hit the windscreen or front seat with a force of between 30 and 60 times their body weight.

"That could be equivalent to the weight of a baby elephant and it could have potentially horrific consequences," said Sgt Roberts.

Seven per cent of drivers still fail to belt-up and an average of eight people every day are given a £30 fixed penalty ticket for failing to use a seatbelt in West Mercia.

New legislation, which comes into effect today, brought major changes to the way in which children must be carried in vehicles.

Motorists are being reminded that it is the driver's responsibility to ensure all passengers under 14 are wearing their seatbelts.