ARE DRIVERS DISTRACTED BY GLOWING DIGITAL BILLBOARDS?
Like it or not, technology has altered the roadways and landscape of our state. Today, there are a growing number of billboards which are digital and they are quickly becoming an advertiser’s dream. Is this marketing “dream” a hazard to the motoring public?
The Federal Highway Administration is undertaking a study to determine whether the latest technology impacts road safety. The results of the study will not be known until late 2009. Interestingly, the National Highway Traffic Safety Administration (NHTSA) has identified a safety threshold that drivers distracted for more than two seconds contributed to almost a 25% of all U.S. motor vehicle accidents. These glowing billboards are becoming staples in big cities such as Chicago. Currently, there are roughly 100 of these glowing billboards around the state.
Each state regulates road signs. In Illinois, for example, the images must be static and remain posted for at least ten seconds. The concern is that these billboards could cause distractions for Illinois drivers. Opponents of these digital billboards are concerned that these signs, by their nature, could distract drivers for more than two seconds. It is not unusual to be viewing a sign and wondering to yourself, “what billboard is coming up next?” It is ok for a driver to “glance” at a billboard or electronic sign, however, billboards should not be watched as if they are a large television, especially when someone is driving. Unfortunately, the electric billboard could be contributing to the number of motor vehicle accidents in our state by diverting a driver’s attention.
If you or someone you know has been involved in a motor vehicle accident, please contact us at the Law Offices of Jeffrey J. Kroll.
