The driving behaviour of participants in the Danish Intelligent Speed Adaptation (ISA) project `Pay as You Speed' (PAYS) is described. The project is the first ISA project based on Pay as You Drive principles. Thus, the ISA equipment both notifies the driver that he/she is speeding (`information') and applies penalty points which decrease the driver's chance of a potential 30% discount on the cost of his/her automobile insurance (`incentive'). The results presented are based on the first 38 of 180 participants. The key result is that the combination of `information' and `incentive' almost eliminated speeding on rural roads while significant reductions in speeding were found also for urban roads and to some extent motorways. On roads with speed limits of 50, 80 and 110 km/h the proportion of distance travelled when speeding was reduced significantly. No significant results were found for motorways with speed limits of 130 km/h. In a future paper the final results from `PAYS' will be presented.