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The potential contribution of Advanced Driver Assistance Systems (ADAS) to traffic safety policies is currently unknown. In this article we first investigate how different ADAS might contribute to public goals on road traffic safety, based on accident statistics in the Netherlands. Next, the societal costs of ADAS implementation are qualitatively assessed. Intelligent speed adaptation (ISA) appears to be one of the most promising devices in terms of cost-effectiveness, as compared to other ADAS applications. Finally, the acceptance among potential ISA users is explored based on a survey among potential ISA users. The study points out that although the advantages of ISA are recognised by car drivers, their willingness to purchase and use ISA is strictly conditioned by the costs and functionality of the system.