Citation

Friswell R, Vecellio E, Grzebieta RH, Hatfield J, Mooren L, Cleaver M, De Roos M. Proc. Australas. Road Safety Res. Policing Educ. Conf. 2011; 15.

Copyright

(Copyright © 2011, copyright holder varies, Publisher Monash University)

DOI

unavailable

PMID

unavailable

Abstract

With increasing research interest in the effect that in-vehicle technologies have on driver performance and safety, driver distraction has emerged as a major issue confronting the road safety community. Despite this interest, relatively little attention has been paid to the impact of roadside advertising as a source of distraction outside the vehicle. Advances in electronic technology have made it possible for advertisers to present very large, high quality, static or moving images to passing motorists and, not surprisingly, the advertising industry is keen to exploit the benefits of the new technology. Regulators, both in Australasia and around the world, have been looking to research evidence on the safety impact of these fixtures to inform policy, but have been confronted with diverse findings and sometimes contradictory conclusions. This paper reviews the research evidence on the effects of Electronic Static Displays (ESDs) on driver distraction, driving performance and safety and discusses the implications of the findings for research and policy. Because the body of research directly assessing the safety effects of ESDs remains limited in both scope and design, policy makers should err on the side of public safety when considering their regulatory options.


Keywords: Driver distraction;