Advertising and information
How dangerous are advertising and information billboards alongside the road?
Advertising and information campaigns alongside the road are meant to catch the drivers' attention, leaving them less room to concentrate on the traffic situation. Although campaign boards alongside the road are meant to improve road safety they divert the attention and lead to more crashes, just as advertising boards do.
However, not much is known about the relation between advertising and campaign boards and road crashes. It is known, however, that advertising boards with moving parts particularly attract attention, and boards at road level attract more attention than those higher up. Studies indicate that it is better not to place advertising and campaign boards at busy locations, and that it is better not to allow them to look like road signs.
For more details:
Fact sheet Advertising and information alongside the road (pdf)
Guidelines
Which guidelines for placing advertising and campaign signs are there?
For national roads, the guidelines for placing advertising and information boards are clear: advertising billboards are not allowed near roads except at petrol stations and service areas. Boards aimed at improving road safety and information boards about roadworks are allowed.
The guidelines of the Ministry of Transport do not apply to other roads. The province or municipality determines if they allow a board. Each province and municipality is free to have its own guidelines and they can be different from the Ministry's. There should be unambiguous guidelines for placing advertising and campaign boards alongside the road.
For more details:
Fact sheet Advertising and information alongside the road (pdf)
References
(SWOV reports in Dutch have a summary in English)
Beijer, D., Smiley, S. & Eizenman, M. (2004). Observed driver glance behaviour at roadside advertising signs. In: Transportation Research Record: Journal of the Transportation Research Board TRB, nr. 1899, p. 96-103.
Boersema, T., Zwaga, H.J.G. & Adams, A.S. (1989). Conspicuity in realistic scenes: an eye movement measure. In: Applied Ergonomics, vol. 20, nr. 4, p. 267-273.
Crundall, D., Van Loon, E. & Underwood, G. (2006). Attraction and distraction of attention with roadside advertisements. In: Accident Analysis and Prevention, vol. 38, nr. 4, p. 671-677.
Gemeente Amsterdam (2005). Algemene plaatselijke verordening, 23 maart 2005.
Hagenzieker, M.P. (1994). Reclame langs de weg en verkeersveiligheid. R-94-90. SWOV, Leidschendam.
Hof, A. van 't, Veld, R. in 't, Stembord, H., Lambers, M. & Kranenburg, A. (2006). Wegbeeld; Probleemherkenning en -analyse. Adviesdienst Verkeer en Vervoer AVV, Rotterdam.
Luoma, J. (1986). The acquisition of visual information by the driver; Interaction of relevant and irrelevant information. Liikenneturva, Helsinki.
Martens, M.H. (2005). Expertbeoordeling afleiding billboards Cinemec Ede. 2005-M004. TNO, Soesterberg.
Provincie Flevoland (2005). Verordeningen, reglementen en beleidsregels; Landschapsverordening Flevoland 2004. Provincie Flevoland, Lelystad.
Provincie Utrecht (1996). Verordening bescherming natuur en landschap provincie Utrecht 1996. Provincie Utrecht, Utrecht.
Provincie Utrecht (2003). Beleidsregel buitenreclame provincie Utrecht 2003. Provincie Utrecht, Utrecht.
Smiley, A., Persaud, B., Bahar, G., Mollett, C., Lyon, C. & Smahel, T. (2005). Traffic safety evaluation of video advertising signs. Paper presented at the 84th Annual Meeting of the Transportation Research Board TRB, Washington, D.C., 9-13 January 2005. National Research Council NRC, Transportation Research Board TRB/National Academy Press,
Stadsdeel Slotervaart (2005). Reclamenota; Concept. Stadsdeel Slotervaart, Amsterdam.
SWOV (2006a). Concentration problems behind the wheel. SWOV-Factsheet. SWOV, Leidschendam.
SWOV (2006b). Use of mobile phone while driving. SWOV-Factsheet. SWOV, Leidschendam.
Tantala, M.W. & Tantala, P.J. (2005). An examination of the relationship between advertising signs and traffic safety. Paper presented at the 84th Annual Meeting of the Transportation Research Board TRB, Washington, D.C., 9-13 January 2005. National Research Council NRC, Transportation Research Board TRB/National Academy Press,
Wallace, B. (2003). External-to vehicle driver distraction. Scottish Executive, Central Research Unit CRU,
Wildervanck, C. (1989). De berm als reclamemedium? In: Verkeerskunde, vol. 41, nr. 1, p. 12-13.