Horse riders across North Wales are being urged to take extra care on the region’s rural roads as a major safety campaign highlights the continuing dangers they face from passing traffic.

The British Horse Society has renewed its call for drivers to follow its “Dead Slow” campaign, warning that too many incidents are still happening on roads used daily by riders across areas such as Conwy, Gwynedd and Denbighshire.

The campaign is designed to educate motorists on how to safely pass horses, with clear guidance: slow down to no more than 10mph, be patient, give at least two metres of space, and pass wide and carefully.

It comes as new figures reveal the scale of the problem. In 2024 alone, more than 3,100 road incidents involving horses were recorded across the UK, with 58 horses killed and 97 injured. Around 80 people were also hurt.

Perhaps most concerning, 81% of incidents were caused by vehicles passing too quickly or too closely — something campaigners say is entirely preventable.

For riders in North Wales, where narrow country lanes and tourist traffic are common, those risks can be even more pronounced. Popular riding routes near coastal and rural beauty spots often mean horses and vehicles must share limited space, particularly during busy holiday periods.

The British Horse Society says horses are classed as vulnerable road users, with as much right to be on the road as drivers. However, increasing traffic levels are making journeys more hazardous.

The “Dead Slow” campaign, first launched in 2016 and now embedded into the Highway Code, has gained national recognition for its efforts to improve safety and awareness.

In Wales, the campaign has also received backing at a national level, with calls for greater awareness and education around equestrian road safety.

Campaigners stress that simple changes in driver behaviour could save lives.

Even a quiet horse can be easily startled by fast-moving or noisy vehicles, potentially leading to serious accidents for riders, drivers and other road users. Many incidents involve near misses or “road rage” situations, adding to the dangers faced by equestrians.

The British Horse Society is also encouraging riders to report incidents using its tracking tools, helping to build a clearer picture of danger hotspots — something that could be particularly valuable in rural parts of North Wales.

With hundreds of bridleways and road links used regularly by the equestrian community across the region, supporters say the message is simple but vital: slow down, give space, and show patience.

Because, as the campaign name makes clear, the difference between “dead slow” and too fast could be the difference between life and death.