Air pollution has become a serious challenge in China. Emissions from motor vehicles have been found to be one main sources of air pollution. Although the Chinese government has undertaken numerous green policies to mitigate harmful emissions from road transport sector, it is still uncertain for both policy makers and researchers to know whether the policies are effective in the short and long terms. We propose a new concept of "pollution rebound effect" (PRE) to estimate the effectiveness of green traffic policies. We estimate direct air PRE as a measure of the effectiveness of the policies of reducing air pollution from the transport sector based on time-series data from the period 1986-2014. We find that the short-term direct air PRE is −0.4105, and the corresponding long-run PRE is −0.246. The negative results indicate that the direct air PRE does not exist in the road passenger transport sector in China, both in the short term and in the long term during the period 1986-2014. This implies that the Chinese green transport policies are effective in terms of harmful emissions reduction in the transport sector. This research, to the best of our knowledge, is the first attempt to quantify the effectiveness of the green transport policies in the transitional period that China is currently undergoing.