This study aims to explore the preferences of citizens regarding fairness considerations related to the distribution of the effects of road safety policies in order to provide with policy recommendations that will help to promote more fair road safety policies. To achieve this aim the Discrete Choice Approach is going to be followed, using stated preference data. This requires a Stated Preference experiment to be conducted, which consists of two distinct parts. The first part is related to the citizen’s perception of fairness of different types of distribution of the effects of road safety policies, while the second one is related with the importance of this perceived fairness in the preference of citizens over specific road safety policy alternatives. In the first case, two Linear Regression models have been estimated, while for the second case, three Discrete Choice models. This study has shown that the Discrete Choice Approach can actually give some insight to moral dilemmas as it is suggested in literature. It also showed that low public acceptance can be a show-stopper for road safety policies, thus looking only at the aggregate effects of a road safety policy can be often misleading. The way that the effects of road safety policies are distributed among different groups of people can have a significant influence on the public acceptance of road safety policies.