ITIA prepares for Tyre Safety Day 2025 – a call for member engagement

The Irish Tyre Industry Association (ITIA) is gearing up for its annual Tyre Safety Day, taking place on Monday, October 6th, 2025, as part of Road Safety Week.

This flagship campaign is one of the ITIA’s most important opportunities to highlight the life-saving role of tyre maintenance and to showcase the expertise of ITIA members nationwide.

In partnership with the Road Safety Authority (RSA) and An Garda Síochána, the initiative will combine education and enforcement to raise awareness of tyre safety. Garda checkpoints will be in operation across the country, where RSA Vehicle Inspectors and Gardaí will carry out tyre checks, advise motorists, and take enforcement action where necessary.

The campaign will also include:

• A joint photocall and press release with ITIA, RSA, and An Garda Síochána on October 6th.
• Extensive media activity including national print, radio, social, and regional press engagement.
• Radio competitions in the lead-up weekend to drive public awareness.
• A full suite of member media assets, designed to help ITIA members amplify the campaign locally.
• All campaign activity will encourage motorists to use the ITIA directory, www.itia.ie .ensuring drivers are directed to trusted members who can provide free tyre checks throughout Road Safety Week.

Key Safety Insights

• Tyres remain the leading cause of NCT failures in Ireland.
• In the past 12 months, 162,222 motorists failed the NCT due to tyre condition.
• Alarmingly, 44,887 drivers failed due to dangerously low tread depth.
• So far this year, 1,755 fixed charge notices have been issued for tyre-related offences.
• According to RSA collision data, defective tyres may contribute to up to 14 road deaths annually.

ITIA CEO, Sue O’Neill issued this call to action: “Tyres are the only part of a vehicle in contact with the road, yet their importance is often overlooked. If tyres show signs of deterioration, they should be replaced immediately. With more than 160,000 motorists already failing the NCT last year, it is clear that many motorists are not checking their tyres regularly.”

She added: “ITIA members are experts in tyre health and safety. Visiting your nearest ITIA-registered dealer provides peace of mind, as they will ensure your tyres are properly inflated, safe, and roadworthy. A full directory of registered experts is available at itia.ie.”

Sue’s message is not just for motorists—it is also a reminder for members. This campaign is a powerful moment for every ITIA member to showcase their role as safety leaders in their local communities.

By sharing Sue’s message, promoting your free tyre checks, and highlighting your expertise across your social media channels and local press, you can play a vital part in strengthening public awareness and demonstrating the professionalism of the ITIA network.

How Members Can Get Involved
Use the social media assets and Campaign Toolkit provided by the ITIA to members to push the message of Tyre Safety

• Share ITIA’s official campaign posts across your Facebook, Instagram, LinkedIn, and X (Twitter) channels.
• Post your own videos, photos, and stories from free tyre checks during the week.
• Use campaign hashtags and tag ITIA so we can amplify your posts across our national channels.
• Display campaign posters and leaflets in your premises and engage staff in spreading the safety message.
• By working together and making noise locally, members can ensure the Tyre Safety Day message reaches more drivers than ever before.

For further information, campaign materials, or support with your promotional activity, please contact: info@itia.ie