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 journalArticlepeer-review

    69 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 languageEnglish
    Pages (from-to)381-388
    Number of pages8
    JournalTransportation Research Part F: Traffic Psychology and Behaviour
    Volume12
    Issue number5
    DOIs
    Publication statusPublished - Sep 2009

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