Families who have lost loved ones to drink-drivers have called for longer jail terms for those who drive under the influence of drugs and alcohol.
Relatives told UTV the government produces graphic television campaigns warning about the dangers of using alcohol and drugs, but the courts don't usually hand down hard-hitting sentences.
More than 100 have died in road traffic collisions so far this year, a 10% increase compared to the same period in 2007 and 2008.
Victims' relatives say watching the road safety TV adverts can bring back the pain of losing their loved ones.
Londonderry couple Denise and Dermot Brennan lost their son David, 20, to a hit-and-run drink driver last April.
The driver had more than 20 previous convictions, and was sent to jail for two years.
"Those adverts that they're showing on TV by the DoE, those adverts hit us, the families that's lost loved ones on the roads", Mr Brennan told UTV.
"Why show harsh ads if they're not going to back them up with harsh sentences?" He asked.
Road safety campaigner Aileen Tester lost her 20-year-old brother Robert when a drunk driver killed him in December 2000.
She is now a member of the Road Safety Council and helped set up a website dedicated to those killed on our roads.
"The sentences don't seem to be increasing", she said.
"No matter how many times the government comes out and says they have a longer maximum sentence, they seem to be unattainable.
"There isn't a balance between what's said in the DoE ads and what the government then do through the legal system and the courts system," she said.
© UTV News