Conflicts of interest: The implications of roadside advertising for driver attention

Mark S. Young; Janina M. Mahfoud; Neville A. Stanton; Paul M. Salmon; Daniel P. Jenkins; Guy H. Walker

doi:10.1016/j.trf.2009.05.004

Conflicts of interest: The implications of roadside advertising for driver attention

Mark S. Young, Janina M. Mahfoud, Neville A. Stanton, Paul M. Salmon, Daniel P. Jenkins, Guy H. Walker

Research output: Contribution to journal › Article › peer-review

91 Citations (Scopus)

Abstract

There is growing concern that roadside advertising presents a real risk to driving safety, with conservative estimates putting external distractors responsible for up to 10% of all road traffic accidents. In this report, we present a simulator study quantifying the effects of billboards on driver attention, mental workload and performance in Urban, Motorway and Rural environments. The results demonstrate that roadside advertising has clear adverse effects on lateral control and driver attention, in terms of mental workload. Whilst the methodological limitations of the study are acknowledged, the overriding conclusion is that prudence should be exercised when authorising or placing roadside advertising. The findings are discussed with respect to governmental policy and guidelines. (C) 2009 Elsevier Ltd. All rights reserved.

Original language	English
Pages (from-to)	381-388
Number of pages	8
Journal	Transportation Research Part F: Traffic Psychology and Behaviour
Volume	12
Issue number	5
DOIs	https://doi.org/10.1016/j.trf.2009.05.004
Publication status	Published - Sept 2009

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title = "Conflicts of interest: The implications of roadside advertising for driver attention",

abstract = "There is growing concern that roadside advertising presents a real risk to driving safety, with conservative estimates putting external distractors responsible for up to 10% of all road traffic accidents. In this report, we present a simulator study quantifying the effects of billboards on driver attention, mental workload and performance in Urban, Motorway and Rural environments. The results demonstrate that roadside advertising has clear adverse effects on lateral control and driver attention, in terms of mental workload. Whilst the methodological limitations of the study are acknowledged, the overriding conclusion is that prudence should be exercised when authorising or placing roadside advertising. The findings are discussed with respect to governmental policy and guidelines. (C) 2009 Elsevier Ltd. All rights reserved.",

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AU - Young, Mark S.

AU - Mahfoud, Janina M.

AU - Stanton, Neville A.

AU - Salmon, Paul M.

AU - Jenkins, Daniel P.

AU - Walker, Guy H.

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AB - There is growing concern that roadside advertising presents a real risk to driving safety, with conservative estimates putting external distractors responsible for up to 10% of all road traffic accidents. In this report, we present a simulator study quantifying the effects of billboards on driver attention, mental workload and performance in Urban, Motorway and Rural environments. The results demonstrate that roadside advertising has clear adverse effects on lateral control and driver attention, in terms of mental workload. Whilst the methodological limitations of the study are acknowledged, the overriding conclusion is that prudence should be exercised when authorising or placing roadside advertising. The findings are discussed with respect to governmental policy and guidelines. (C) 2009 Elsevier Ltd. All rights reserved.

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ER -

Conflicts of interest: The implications of roadside advertising for driver attention

Abstract

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