ADVERTS: Distraction by (digital) billboards

ADVERTS focuses on distraction by (digital) roadside billboards (ADVERTS which stands for 'Assessing Distraction of Vehicle drivers in Europe from Roadside Technology-based Signage'). Distraction is one of the main challenges currently facing road transport. Distraction not only arises from sources inside the vehicle, but also from sources outside the vehicle.

With respect to the latter, the increasing use of roadside advertising via (digital) billboards is of particular interest. By definition, roadside advertising is intended to capture the attention of road users and, as such, it is a source of distraction. However, some features of roadside advertising are likely to be more distracting than others. This project will look into this matter in detail and;

  • Compile and disseminate recommendations for European national road authorities aimed at minimising distraction from roadside billboards - with a special focus on digital billboards - so that they do not interrupt the safe execution of the driving task.

  • Maximise chances for implementation of these recommendations by using input from road authority practitioners and by targeted dissemination via workshops, written materials, as well as new media (web-based information, webinars).

ADVERTS will be carried out by a consortium comprising of SWOV, BRSI (Belgium) and TRL (UK).  

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Project nr.



Start date: 01 Sep 2017
End date: 01 Jan 2019