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“Should stricter laws be enacted banning billboards along our major highways?”


Only a very few studies have been conducted on the effects of billboards on driver, leading to the continuous discussion on the link between billboards and highway crashes. Advances in technology have made electronic sings an effective advertising technique to attract consumers’ attention using dynamic, ad-rotating and eye-catching images (Association for Psychological Science, 2016; Dukic et al., 2012).

 

                However, experts argue that digital billboards may account for many traffic accidents and yet limited research is available on its impact on driving performance (Dukic et al., 2012; Oresky, 2013). Nonetheless, a recent study found that electronic displays that rotate images every 6-8 seconds are associated with frequent traffic accidents, since it captures and holds long glances (Wachtel, 2016). Likewise, another study supports that drivers tend to look at digital billboards more often than at other signs due to automatic and sensory response to a flashing billboard (Belyusar et al., 2016; Dukic et al., 2012). Thus, it can be concluded that digital billboards do alter driver’s visual attention. However, there has been no conclusive evidence on safety impact of electronic billboards due to poor reporting of collision data (Meslin, 2014).

 

                Furthermore, a recent literature review suggests that billboards do not seem to dangerously affect driving behaviour as drivers were able to self-regulate their attention upon realizing that demands of the driving task changed (Decker et al., 2015). In fact, another study mentions that digital billboards can benefit to society by quickly transmitting messages to the public in the event of emergency or deliver information on special events or traffic interruptions (Outdoor Media Association, 2014). Therefore, more comprehensive research on the safety impact of digital billboards should be done to fill the existing research gap.

 

                In order to ensure driver safety, the Federal Highway Administration outlines a set of standards and regulations such as transition time, brightness and location of billboards (Outdoor Media Association, 2014). Nevertheless, despite the success in attracting public attention to road safety and billboards, lack of scientific studies make it difficult to determine whether billboards are directly related to higher crash risks on highways. Thus, there is no need to enact stricter laws banning billboards along major highways.

 

 

References

 

Association for Psychological Science. (2016). Are Digital Billboards Dangerously Distracting? Retrieved from http://www.psychologicalscience.org/news/motr/are-digital-billboards-dangerously-distracting.html#.WHSAd7Z97_Q

 

Belyusar, D., Reimer, B., Mehler, B., & Coughlin, J. F. (2016). A field study on the effects of digital billboards on glance behavior during highway driving. Accident Analysis and Prevention, 88, 88–96. doi:10.1016/j.aap.2015.12.014

 

Decker, J., Stannard, S.J., Mcmanus, B., Wittig, S.M.O., Sisiopiku, V. & Stavrinos, D. (2015). The Impact of Billboards on Driver Visual Behavior: A Systematic Literature Review. Traffic Injury Prevention, 16, 234-239. 

doi: 10.1080/15389588.2014.936407

 

Dukic, T., Ahlstrom, C., Patten, C., Kettwich, C. & Kircher, K. (2012). Effects of electronic billboards on driver distraction. Traffic Injury Prevention, 14, 469-476. DOI: 10.1080/15389588.2012.731546

 

Meslin, D. (2014, July 7). Driven to Distraction: The Absurdity of Roadside Digital Billboards [Web log post]. Retrieved from http://www.huffingtonpost.com/dave-meslin/driven-to-distraction-the_b_5563176.html

 

Oresky, J. (2013, August 27). Do Billboards Distract Drivers and  Cause Accidents? Retrieved from http://www.oreskylaw.com/blog/do-billboards-distract-drivers-and-cause-accidents/

 

Outdoor Media Association. (2014). Digital billboards and road safety: An analysis of policy and research findings in 2013–14 (Discussion Paper). Retrieved from http://oma.org.au/__data/assets/pdf_file/0005/9842/OMA_discussion_paper_on_digital_billboards_and_road_safety_July2014_FINAL.pdf

 

Wachtel, J. (2016, February). Compendium of Recent Research Studies on Distraction from Commercial Electronic Variable Message Signs (CEVMS). Retrieved from http://www.fairwarning.org/wp-content/uploads/2016/03/compendium-final-2-223.pdf