An intelligent transportation system (ITS) for a vehicle is described. The ITS includes: a packet count estimator arranged to receive broadcast ITS transmissions from a plurality of neighbouring vehicles and provide an indication of a number of packets received from the plurality of neighbouring vehicles, where the indication includes at least an information length and a data rate of the received packets; a fair resource allocator circuit operably coupled to the packet count estimator and configured to adjust at least one ITS broadcast transmission parameter of the ITS based on the indication of the number of received packets; and a transmitter operably coupled to the fair resource allocator circuit and configured to broadcast at least one ITS message using the adjusted at least one ITS broadcast transmission parameter.