In order to record a video for social media, Rishi Sunak disengaged his seatbelt while a passenger in the back seat of a moving car.
The PM’s spokesman claimed that he made a “error of judgement” by momentarily unbuckling his seatbelt during a trip to the north of England.
Mr. Sunak posted the video to his Instagram page to promote the most recent round of “leveling up” purchases.
The PM “believes everyone should wear a seatbelt,” the spokesman continued.
Mr. Sunak can be seen speaking to the camera for about a minute as the car moves along and police motorcycles briefly appear in the background.
Passengers caught failing to wear a seatbelt when one is available, unless covered by a valid exemption, can be given an on-the-spot £100 fine.
The fine can increase to £500 if the case goes to court.
‘Painful viewing’
Exemptions include having a doctor’s certificate for a medical reason, or being in a vehicle used for a police, fire and rescue service.
Labour said Mr Sunak’s video added to “endless painful viewing” after he was seen struggling to make a contactless payment with his card last year.
“Rishi Sunak doesn’t know how to manage a seatbelt, his debit card, a train service, the economy, this country,” a spokeswoman said.
“This list is growing every day, and it’s making for endless painful viewing.”
The incident followed criticism of the prime minister for travelling in an RAF jet for a series of official visits on Thursday.
Mr Sunak made the 230-mile journey to Blackpool from London in the plane, before later flying 120 miles to Darlington.
Liberal Democrat deputy leader Daisy Cooper said: “It seems like the PM is getting too used to flying around in private jets that he’s forgotten to wear a seatbelt in a car.”