Uber gives free rides to people over the limit

App-based transportation network Uber is giving free rides to people in Canada who are over the drink-driving limit as part of a new campaign.

The promotional campaign, Uber Safe, operates under the slogan “You Drink, We Drive”.

A kiosk was erected in Toronto last month, which released a disposable straw when a button was pressed.

Revellers could then blow into an inbuilt breathalyser for six seconds to calculate the alcohol content of their breath.

If they were over the drink driving limit, the kiosk automatically hailed an Uber taxi to give them a free lift home.

The drink driving threshold in Canada is 50mg of alcohol per 100mg of blood – meaning drivers could potentially be arrested after drinking less than a pint of beer or a glass of wine.

Ian Black, general manager of Uber Toronto, told Adweek: “We want to ensure a safe, reliable and affordable ride home is available to everybody, especially late at night when drunk driving is most common and can be avoided”.

Although the campaign is a temporary promotional stunt, the company reportedly may look to install Uber Safe kiosks elsewhere in the future.