Several trials with different types of ISA have shown that ISA can be an efficient and effective way to reduce speed and speeding. In our research we ask the question will there be acceptability of ISA by the public? Different methods and theories were used to distil the most relevant determinants that could influence acceptability. Based on these determinants a web-survey was held: 6370 individuals responded in Belgium (Flanders region) and 1158 persons in The Netherlands. In our questionnaire the respondents indicated that their own driving behaviour is of great influence on accidents and traffic safety, instead of environmental issues like infrastructure or even other drivers. Even more, the respondents indicated that ITS could be beneficial to support their driving behaviour. It was noted that there is a high market potential for Advanced Driving Assistance Systems (ADAS). 95% of the respondents are in favour of ISA. Seven out of then drivers want to have an informative or warning system. Three out of ten drivers wanted to go even further and choose to have a supportive or even a restricting type of ISA. Drivers would only choose for more restricting systems if the penetration level is high enough.