Police have admitted they are frustrated seatbelt law continues to be flouted, after a rush-hour spot-check in Oxford.

Thirty five motorists were pulled over between 8am and 10am today.

The operation, at The Slade fire station in Horspath Driftway, used plain-clothed spotters' to identify drivers before they were nabbed by roadside officers.

Compulsory seatbelt wearing became law 25 years ago and Sgt Chris Appleby, of Thames Valley Police's road safety department, said this snapshot of the problem was repeated throughout the city and county every day.

Police and the county council have carried out numerous checks over the past year and he said: "I suppose it is frustrating to a certain extent that people do not take a simple self-defence measure. In an ideal world we would put out one message and everyone would comply.

"It is a little bit frustrating having to plug away with it, but that is what we do and will continue to do."

Yesterday's offenders were given the chance to have their £30 tickets rescinded if they watched a graphic DVD and spoke to Oxfordshire County Council road safety officers and firefighters.

This tactic has been in operation for two years, but council road safety officer Sarah Gniadek-Pitt admitted the number of offenders had remained consistent.

She added: "Getting motorists properly restrained in a car is the single best thing that can be done to reduce the amount of accidents on our roads.

"It takes just a second to put a seatbelt on and, in the overwhelming majority of cases, it will save your life. Not wearing a seatbelt is just incredibly reckless."

A total of 25 people chose the talk, which firefighter Gary Merralls described as a "straight-to-the-point" chat with a question-and-answer session.

He said: "It has been a success. When we show people the pictures they know exactly what they have done wrong.

"It is not done in a patronising manner, we just want people to get up, go to work, come home and still look the same at the end of the day.

"The last thing people want is to see us in our professional capacity cutting people out of cars."

Antony Lucas, from Sutton Courtenay, was one of the drivers caught.

The 37-year-old said: "Of course, as soon as they have spoken to you, you realise the reason for putting your seatbelt on, and I do it 90 per cent of the time.

"I am always telling my three-year-old daughter to put hers on but, like an idiot, when I am on my own I sometimes just jump in without thinking.

"The pictures definitely make you think and I will always wear one in future."

Nineteen other drivers were pulled over for separate offences including having no insurance, displaying unreadable number plates and using mobile phones.