Drivers who put children's safety at risk around Albury schools can expect to be fined and lose demerit points under an enforcement operation that began on Monday.
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Ongoing concerns from principals about dangerous speeding and parking violations prompted the crackdown by Albury Council and police.
People caught breaking the law will receive fines ranging from $194 to $464 and the loss of two demerit points for parking offences, with higher penalties for speeding and red light breaches.
Speaking on the first day of term four, Albury mayor Kevin Mack said the riskiest behaviour occurred at drop-off and pick-up times from motorists "who seem to think the rules don't apply to them".
"Clearly the message is not getting through," he said.
"Visibility's important, especially when kids are crossing the road and if a car's parked in the wrong spot, it can cause a lot of problems.
"Unless there's a stop and drop zone, (parents) need to park in the appropriate place, walk their children into school and return to their vehicle."
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Lavington East Public School principal Nichole Williams said the school crossing on Daly Street could be quite dangerous and preventative measures were being explored.
"Students can be excitable and unpredictable, particularly around roads," she said.
"So it's really important that all of our community are great role models in where to park appropriately, using the pedestrian crossing and making sure we're all following the road rules for their benefit."
Sergeant Matt Zemaitis, of Albury Highway Patrol, urged drivers to observe the 40 kilometre school zone limit and avoid infringements like double parking or leaving cars in bus zones.
"At times I think complacency among drivers has been the issue," he said.
"We're asking motorists just to be very mindful of their responsibilities, especially around school zones as we return to term four."
