The Toronto Transit Commission’s new chief executive is warning that he won’t back drivers who violate the system’s safety rules.

“In recent days, photos and videos have emerged of staff asleep on the job, texting or appearing to read a newspaper while operating a vehicle, and parking illegally to get a snack,” wrote CEO Andy Byford in a memo to workers on Friday.

Last weekend, a rider posted a video of a subway operator who appeared to be texting while driving.

Blaming a “small minority” for wrecking the system’s reputation, Byford wrote that he “cannot and will not defend such incidents.

“They lead to even more scrutiny and potential for assault,” he said, referring to the high incidence of physical attacks on frontline TTC workers.

The recent spate of distracted driving incidents is reminiscent of the public outrage about TTC customer service that erupted about two years ago over published photos of sleeping subway collectors and shoddy customer service.

The TTC has been trying to repair its reputation ever since.

On Thursday, TTC chair Karen Stintz gave a speech in which she said the transit system was trying to re-brand and modernize itself, particularly in regard to customer service.

However, she said she could not defend drivers who violated safety policies.

Transit union president Bob Kinnear also sent a voice mail to the 10,000 unionized TTC workers on Thursday, reminding them that they must abide by rules and procedures.

“Lapses in behaviour have compromised our credibility as a whole,” he said, referring to high profile media reports of TTC workers.

“Members are calling me every day raising concerns about the negative image of our union and its members being caused by these recent incidents of less than professional performance,” said Kinnear.

“On behalf of the public we serve and the union I ask everyone, not just the vast majority of you, to conduct yourselves with the utmost professionalism in a manner that shows without a doubt our commitment to the people of Toronto.”