ROADSIDE ADVERTISING hoardings - particularly those destined for Dublin under the "bikes for advertising sites" deal - are a potential source of car crashes, according to new research by the University of Hull.
The research was presented to the British Psychological Society's annual conference in Dublin, and it found road safety could be improved if there was a reduction in the amount of advertising and signage on roads.
Tests carried out by researchers Oliver Clark and Simon Davies, found that instances were there were between three and five messages including advertising hoardings, shop signs and traffic lights, delayed emergency reaction times and extended breaking distances by about 1.5 metres. The research appears to confirm a 2006 finding by the British Psychological Society that too much information on the road may be hazardous.
Speaking to The Irish Times, Oliver Clarke said he was surprised at the size of the proposed signs for Dublin. He said that the signs, which range in size up to 7sq m surface area at a maximum height of 4.85 metres, "would fit into the category of signage which may distract drivers".
The researchers used a driving simulator and the journey was affected by four distraction settings ranging from no distractions to nine distractions. There were significant increases in reaction times when there were more distractions. This could give rise to critical issues in relation to breaking distances.
Eighty new advertising panels will be erected in prominent sites in Dublin by this summer, including Liffey St and Smithfield Plaza.
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