Driver distraction by advertising: genuine risk or urban myth?

Abstract

Drivers operate in an increasingly complex visual environment, and yet there has been little recent research on the effects this might have on driving ability and accident rates. This paper is based on research carried out for the Scottish Executive's Central Research Unit on the subject of external-to-vehicle driver distraction. A literature review/meta-analysis was carried out with a view to answering the following questions: is there a serious risk to safe driving caused by features in the external environment, and if there is, what can be done about it? Review of the existing literature suggests that, although the subject is under-researched, there is evidence that in some cases overcomplex visual fields can distract drivers and that it is unlikely that existing guidelines and legislation adequately regulate this. Theoretical explanations for the phenomenon are offered and areas for future research highlighted.

Use of conspicuity aids by cyclists and risk of crashes involving other road users: Population based case-control study

“…Again there is limited research evidence regarding the effects of these features on bicycle crashes directly but it has been suggested that distracting elements such as advertising hoardings, road signs and the presence of other vehicles can cause reduced attention on driving tasks 173 . Cole and Jenkins have tried to give an operational definition of conspicuity which makes clear its importance for road safety research.…”

Attentional Behavior of Users on the Move Towards Pervasive Advertising Media

“…by advertisement. Since for the advertising industry it is desirable that roadside advertisements gain a lot of attention, it can be a seen as source of distraction, increasing the complexity of drivers' visual environment (Wallace 2003). In the worst case this can result in a fatal accident.…”

Synthesis of Literature Relating to Cellular Telephone/Personal Digital Assistant Use in Commercial Truck and Bus Operations

“…In addition, a single distracter within the Ranney et al definition may belong to multiple categories; dialing a cell phone involves cognitive (remembering a telephone number), visual (scanning for the correct telephone button), and biomechanical (performing button presses) tasks. Considering both the source and the mechanism of distracters is especially useful as the number and variety of possible distraction sources increase (Wallace, 2003).…”