Provincial police say 10 unmarked vehicles will be deployed to spot distracted drivers on Ontario's roads, starting this Labour Day long weekend.

They are in addition to the regular patrol vehicles the OPP uses to find motorists who talk on cellphones, text or engage in other forms of distraction while driving.

Traffic began to build Thursday afternoon on Highway 400 northbound as people began the journey to cottage country.

“People were going by me in the passing lane, in every car the driver was either on their phone or playing with their phone, every car!” says Brian Moir.

According to the OPP distracted driving has become the number one safety issue on our roads. The force says 35 people have died so far this year in motor vehicle collisions within its jurisdiction in which a driver's lack of attention was a contributing factor. In 2013, 86 people died in distraction-related collisions.

OPP have already charged over 10,000 drivers this year under Ontario’s distracted driving laws and that number is expected to go up with the addition of the unmarked vehicles.

“These vehicles will be unmarked traveling along the highways giving officers a better opportunity to see drivers being distracted and conducting enforcement as necessary,” says OPP Sergeant Kerry Schmidt.

Drivers face a $280 fine and three demerit points if they get caught but Harvey Anderson wonders if all drivers have gotten the message yet.

“I'm doing 100-110 km/h and they are going by me like crazy with one hand texting and it's not good not good.”

Moir says there are all kinds of distractions behind the wheel besides cell phones and is skeptical that police can stop driver’s temptation to reach for their phone.

“They are not going to give up their cell phones and certainly some people are going to get caught but everybody is doing it, so are you going to pull over everybody?”

The ten unmarked cruisers will hit the road Friday morning and police expect them to be much more effective than marked cruisers for catching distracted drivers.

With files from The Canadian Press