Police are cracking down on distracted driving in the Pembina Valley.

Morden Police Service issued the first ticket under the new laws as of November 1, handing out a fine of $672 and a 72-hour suspension.

"So quite significant penalties," Sergeant Sean Aune says, noting the laws fall more closely in line with drinking and driving.

Unfortunately, he says they have caught the same individuals more than once. "This is ultimately a response to people not really taking it as seriously as they should."

During the month of October, Winkler Police Service also took part in a Manitoba Public Insurance Distracted Driving campaign that saw 24 tickets issued to drivers using a cell phone or electronic device while on the road.

"It's an indication we still need to get the message out there that it's unsafe to operate a hand-held electronic device while driving," Winkler Chief Ryan Hunt explains.

He adds the three-day suspension is extremely inconvenient and will hopeful underscore the importance of leaving your phone alone while driving.

He notes collisions caused by distracted driving have increased at an alarming rate from nearly 5,000 just six years ago to over 15, 000 last year. While the dangers of impaired driving are well known, Hunt says the seriousness of distracted driving is still only now being realized by many.