Roadside Advertising: an Inventory of Current Practices and Future Trends

Assessing Distraction of Vehicle drivers in Europe from Roadside Technology-based Signage (ADVERTS) is a project commissioned by the Conference of European Directors of Roads (CEDR). The main objective of ADVERTS is to compile and disseminate information for European road authorities to help inform them on issues related to distraction from roadside billboards – with a special focus on digital billboards - so that they do not interrupt the safe execution of the driving task and, as a consequence, do not disrupt traffic flow. 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 interest in roadside advertising via (digital) billboards is of particular interest. Some features of roadside advertising are likely to be more distracting than others. The project is executed by a consortium of the Dutch Institute for Road Safety Research SWOV (coordinator), TRL (UK) and Vias institute (BE). The present deliverable analyses existing guidelines and regulations on roadside billboards in a large number of countries inside and outside Europe. The report starts with a brief description of the procedure that was followed to collect and to summarize this information (Chapter 2). Subsequently the individual country results are presented and explained in detail for a number of countries (Chapter 3). Roadside advertising is undergoing rapid changes, not the least due to increasing technical possibilities. Chapter 4 describes some future developments in roadside advertising based on an interview with an expert from the road advertisement industry. Finally, the report presents some overall conclusions about existing guidelines and likely evolutions (Chapter 5).


  • English

Media Info

  • Media Type: Digital/other
  • Edition: Deliverable No: D1.1b
  • Features: Appendices; Glossary; References; Tables;
  • Pagination: 94p

Subject/Index Terms

Filing Info

  • Accession Number: 01714324
  • Record Type: Publication
  • Files: TRIS
  • Created Date: Jun 24 2019 1:28PM