Novel campaign launched to ‘clamp’ down on vehicle tax avoidance

The DVLA has launched a new campaign, reminding motorists of the importance of taxing their vehicles on time.

The Nobody Wins campaign introduces a fresh creative concept led by ‘Clampy’, a down-on-his-luck talking wheel clamp. The ads focus on the disruption and consequences felt by drivers who have their vehicle clamped for failing to tax it.

By giving ‘Clampy’ a personality, the creative shows – humour aside – the real frustration of being stuck, quite literally, because a driver didn’t take a few minutes to tax their car. The message is simple: it’s quick and easy to tax your vehicle online, so don’t take the risk.

The campaign will run across outdoor, audio and online channels until 31 March 2026.

The most recent statistics estimate that 98.7% of vehicles used on the road are taxed. When a vehicle is untaxed, the DVLA can take enforcement action directly from their records.

DVLA’s enforcement teams and wheelclamping partners travel across the UK as part of their day-to-day activity taking action against untaxed vehicles. Some local authorities and police forces can also clamp vehicles under DVLA’s Devolved Power Partner scheme.