Impact of digital road side advertising on driver behaviour and road safety

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  • #16718
    Ryan Penn
    Participant

    Can anyone point me to any UK (or wider) research which considers the impact on road safety and driver behaviour of digital road side advertising?

    #16721
    henleysa
    Participant

    Ryan
    There was a CEDR study in 2018/19 that TRL had involvement which was concerned with the safety effects of such advertising. The literature review is available to download. Most other studies are from overseas, e.g. Australia. TfL published a document on proposed best practice in 2013 – guidance for digital roadside advertising by watermans. Those positioned behind traffic signals are a particular concern. It may be worth checking planning appeals too. Sheila

    #16723
    Andrew Fraser
    Participant

    Hello, Ryan.

    I have twice tried to reply to you, so this is my last effort!

    If you Google (e.g.) – digital billboards jerry wachtel sweden – you’ll find a wealth of info on the topic. Jerry Wachtel has spent many years on it, but it’s very difficult actually to prove what we might instinctively feel.

    Andrew.

    #16734
    Ryan Penn
    Participant

    Hi Sheila / Andrew – Thank you both for your suggestions, much appreciated. I will make a start on those resources and see where I get. Thanks again, Ryan.

    #16735
    Verity Truelove
    Participant

    Hi Ryan

    The following open access article is a systematic literature review that looked at the impact of roadside advertising signs on driver behaviour and road safety:

    https://www.sciencedirect.com/science/article/pii/S0965856418310632

    Kind regards,
    Verity

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