Initiative details
Social media is deeply intertwined with the daily lives of young people and young adults in Belgium. The rise of platforms such as TikTok, Instagram and YouTube has led to a new dynamic in the dissemination of information and opinions. This study stems from the concern that social media can normalise and even glorify not only positive but also risky behaviour in traffic. The main objective of this study was to map the prevalence, nature and impact of such content and thus contribute to a better understanding of the role of social media in road safety.
Initiative date
to
Who was/is your target audience?
Policy makers
Public authorities
Young adults 17-25
Adults
Parents
Car drivers
Cyclists
Micromobility riders
Powered two wheeler riders (excluding micromobility)
Pedestrians
Topic
Create awareness
Knowledge building and sharing
Organisation details
Vias institute
Enterprise
Belgium
Brussels
Contact name
Sophie Vanhove
Telephone number
+32496103987
sophie.vanhove@vias.be
Website link
Project activities
If you work together with external partners, list the most important partners and briefly describe their role.
This report was in assignment of the federal public service for mobility and transport.
Please describe the project activities you carried/are carrying out and the time period over which these were implemented.
The report combined quantitative and qualitative research. On the one hand, a large-scale online survey was conducted among Belgian young adults (aged 18-26) who use social media at least weekly, to measure exposure to and attitudes towards risky behaviour in traffic on social media. On the other hand, a systematic content analysis was carried out of 80 videos on TikTok, Instagram and YouTube showing risky traffic behaviour. This analysis looked not only at the nature of the videos, but also at user comments and distribution across different platforms.
The results show that 13% of young adults see videos of risky traffic behaviour on social media daily or almost daily, and another quarter see them weekly. Men are exposed more often than women; young adults from Wallonia also show higher exposure than their Flemish counterparts. TikTok and Instagram are the most important channels. The content analysis shows that videos of excessive speed, wheelies (balancing a vehicle on the rear wheel), and illegal car gatherings are the most common. In videos with visible negative consequences (such as crashes), many comments refer to ‘karma’ or ‘one's own fault’. A sentiment analysis of comments, a method for determining the emotional tone of text using AI, proved methodologically
challenging due to the nature of the data.
Regarding media effects, the study shows a clear correlation between exposure to risky behaviour on social media and the actual display of risky traffic behaviour in young adults. Respondents who see such videos more often report more traffic fines and risky behaviour. Structural equation modelling confirms that exposure influences attitudes, subjective norms, and self-efficacy, which reinforces the intention to engage in risky behaviour. No direct causality can be demonstrated between viewing videos and behaviour, only an indirect impact via the psychological mechanisms.
The report concluded that social media has a significant influence on road safety behaviour of young adults. Policy measures are needed at both the system level (strict moderation, recommendation algorithm adjustments, age verification, and the possibility of legal prosecution with social media videos as evidence) and the individual level (media literacy, parental involvement, and targeted awareness-raising). The study emphasized the importance of a collaboration between government, platforms, and civil society actors. Only through joint efforts can the negative impact of social media on road safety be limited and opportunities for positive influence be utilized.
The results show that 13% of young adults see videos of risky traffic behaviour on social media daily or almost daily, and another quarter see them weekly. Men are exposed more often than women; young adults from Wallonia also show higher exposure than their Flemish counterparts. TikTok and Instagram are the most important channels. The content analysis shows that videos of excessive speed, wheelies (balancing a vehicle on the rear wheel), and illegal car gatherings are the most common. In videos with visible negative consequences (such as crashes), many comments refer to ‘karma’ or ‘one's own fault’. A sentiment analysis of comments, a method for determining the emotional tone of text using AI, proved methodologically
challenging due to the nature of the data.
Regarding media effects, the study shows a clear correlation between exposure to risky behaviour on social media and the actual display of risky traffic behaviour in young adults. Respondents who see such videos more often report more traffic fines and risky behaviour. Structural equation modelling confirms that exposure influences attitudes, subjective norms, and self-efficacy, which reinforces the intention to engage in risky behaviour. No direct causality can be demonstrated between viewing videos and behaviour, only an indirect impact via the psychological mechanisms.
The report concluded that social media has a significant influence on road safety behaviour of young adults. Policy measures are needed at both the system level (strict moderation, recommendation algorithm adjustments, age verification, and the possibility of legal prosecution with social media videos as evidence) and the individual level (media literacy, parental involvement, and targeted awareness-raising). The study emphasized the importance of a collaboration between government, platforms, and civil society actors. Only through joint efforts can the negative impact of social media on road safety be limited and opportunities for positive influence be utilized.
In terms of implementation, what worked well and what challenges did you need to overcome?
What worked well:
- The survey targeted young people (18 - 26 years old) since this is the most relevant group to study risky behaviour and social media use. Performing this study in the general population would not have worked well since older adults are more risk averse and spend less time on social media (they often not use TikTok or Instagram).
- Studying the association between exposure to videos on social media and actual risky behaviour in traffic was challenging, but in the end worked out well. We used the existing Theory of Planned Behaviour to built upon and included the factor ‘Exposure to videos of risky behaviour in traffic’. So we actually built upon an existing theory and extent it.
- Translation of (scientific) findings to policy advise. The advice will/can feed in different policy areas, of course the mobility department, but also education and justice.
What challenges did you overcome:
- The sentiment analysis of comments on social media videos was challenging because of people often do not write full sentences in proper English and mix different languages. They often using slang and abbreviations, sarcasm and irony.
- The recruitment of participants for the survey was initially done using advertisements on Instagram and Facebook. The response rate was low and very biased (more women; more Dutch speaking and very few French speaking participants). If young people are scrolling on social media, they are clearly not that fond of completing a lengthy survey. In the end we used a panel agency to recruit participants for us.
- The survey targeted young people (18 - 26 years old) since this is the most relevant group to study risky behaviour and social media use. Performing this study in the general population would not have worked well since older adults are more risk averse and spend less time on social media (they often not use TikTok or Instagram).
- Studying the association between exposure to videos on social media and actual risky behaviour in traffic was challenging, but in the end worked out well. We used the existing Theory of Planned Behaviour to built upon and included the factor ‘Exposure to videos of risky behaviour in traffic’. So we actually built upon an existing theory and extent it.
- Translation of (scientific) findings to policy advise. The advice will/can feed in different policy areas, of course the mobility department, but also education and justice.
What challenges did you overcome:
- The sentiment analysis of comments on social media videos was challenging because of people often do not write full sentences in proper English and mix different languages. They often using slang and abbreviations, sarcasm and irony.
- The recruitment of participants for the survey was initially done using advertisements on Instagram and Facebook. The response rate was low and very biased (more women; more Dutch speaking and very few French speaking participants). If young people are scrolling on social media, they are clearly not that fond of completing a lengthy survey. In the end we used a panel agency to recruit participants for us.
Evaluation
Please summarise how you have evaluated the initiative’s impact (e.g. social media reach, survey, feedback forms, statistics).
The report was evaluated by several internal and external reviewers to ensure the report was of high quality.
What has been the effect of the activities?
The report concluded with several recommendations on how we can react against dangerous road safety behaviour on social media. It shows how a large group of organisations, including government entities, schools, parents, driving schools, communication agencies and social media platforms, can work together to encourage young people to act safely in traffic and protect them from dangerous behaviour posted online.
Please briefly explain why your initiative is a good example of improving road safety.
Our research gave unique insights into the relation between social media and road safety. Social media posts of dangerous road safety behaviour is something is a recent phenomenon that can occur in every country. This report can therefore be a baseline for research conducted in other countries.
How have you shared information about your project and its results?
We communicated about the project via different channels:
- Belgian press communicated about the main conclusion (e.g. https://www.vrt.be/vrtnws/nl/2026/02/26/vias-studie-filmpjes-gevaarlijk-rijgedrag-verkeer/)
- We shared the report via our social media channels
- We promoted it in our research newsletter
The report is available in Dutch and French.
- Belgian press communicated about the main conclusion (e.g. https://www.vrt.be/vrtnws/nl/2026/02/26/vias-studie-filmpjes-gevaarlijk-rijgedrag-verkeer/)
- We shared the report via our social media channels
- We promoted it in our research newsletter
The report is available in Dutch and French.
Supporting materials
