The present research provides a comprehensive overview of the evolving vehicle safety landscape in the context of Advanced Driver Assistance Systems (ADAS) and Automated Driving (AD) technologies, with a particular focus on regulatory frameworks, safety and behavioural implications, and emerging challenges within the European Union. ADAS and AD technologies offer significant potential to improve road safety, with evaluations indicating reductions of up to 50% in certain crash types. However, their effectiveness depends on driver behaviour, system reliability, and operational conditions. This paper also examines broader societal impacts, including behavioural adaptation, risk compensation, and accessibility, which must be addressed to ensure equitable and safe adoption of ADAS-equipped and Automated Vehicles (AVs). Existing regulatory frameworks, such as Euro NCAP and UNECE R155/R156, provide essential standards but are insufficient without continuous, harmonised post-market monitoring under real-world conditions. The current lack of EU-wide surveillance and open data infrastructures represents a critical gap in maintaining long-term safety and public trust. Ultimately, the successful deployment of ADAS and automation must align with Vision Zero and Safe System principles. Achieving this requires not only technological innovation but also inclusive regulation, transparent evaluation, and sustained public engagement to ensure safe, reliable, and socially acceptable adoption across Europe.
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