Empirical work examining the effects of police legitimacy has primarily focused on traffic stop procedures with less attention given to traffic enforcement policies. The current study takes advantage of a natural experiment in which a rural town with a strict speed enforcement policy was labeled a "speed trap" through the introduction of a billboard advertisement funded by the American Automobile Association. Drawing on theories of police legitimacy, the authors hypothesize the label will result in an abrupt-permanent increase in speeding citation contestation rates, despite the fact that the billboard actually increases predictability of citation issuance. Results of an interrupted time-series analysis indicate statistically significant abrupt-permanent increases in the speeding citation contestation rates for the intervention city. Further analyses reveal that significant intervention effects are confined to drivers with higher opportunity to contest tickets (in-state drivers) and to majority subgroups (Whites and men). The implications of these findings for policy and police-citizen relationships are discussed. (Published Abstract)