Using digital advertising vehicles to promote road safety

[Rebecca James]

I’m interested to hear from any authorities who use digital advertising vehicles to promote road safety messages. We’ve been informed that such vehicles cannot be used on the highway (parked) as this would contravene vehicle lighting regulations stipulated in the 1988 Road Traffic Act. We’ve also been strongly advised to steer clear of using them in car parks (either council owned or private land) as well, in case of legal claims that could arise if a driver argues that they were distracted by the message and were then involved in a collision. We believe that they are used elsewhere across the country so are interested to hear from others about how they are used and the advice you have received. Thank you in advance

[Andrew Fraser]

Dear Rebecca,

I am well aware of digital advertising vehicles being driven around my area with messages from political parties and the police. There seems to be a loophole in the Advertisement Regulations which is being exploited by those with scant regard for, or no understanding of, matters which affect road safety.

If I were you, I would not use them, or encourage others to do so.

Having said that, I can’t see any road safety objection to their use in situations where there is a captive audience (i.e. one not engaged in driving or other task presenting danger to any persons).

Yours sincerely,

Andrew Fraser.

[Rebecca James]

Thanks Andrew,
That’s useful. Yes I’ve seen them being operated too, but our advice was that they shouldn’t be used at all (even when parked up). When you say that you would not use them, is this because you feel that the breach road traffic regulations? or because you feel that they are a potential distraction to drivers?
Becky James

[Andrew Fraser]

Hello, Becky.

It’s a long story. I’ve been concerned about the deliberate distraction of drivers by outdoor advertising of all sorts for many years. There has been a great deal of work done on the subject over many years, but a direct connection between road accidents and outdoor advertising continues to be hard actually to prove. When I get back from my hols, I shall try to dig out some references for you.

Meanwhile, in answer to you questions:
1. From memory, I can’t recall whether any road traffic regulation deals directly with outdoor advertisements.
2. I am convinced that they are a distraction to drivers. They are meant to be, and some are more distracting than others. However, the time during which distraction lasts is clearly relevant. What is more difficult is whether the recipient spends too long thinking about the message downstream.

Perhaps a better way to address the problem is via the planning regulations. Have you ever seen an outdoor advertisement improve the amenity? I haven’t.

Kind regards,

Andrew Fraser.

[Andrew Fraser]

Hello, Becky.

I now have a number of files referring to the problem of outdoor advertising, some of which may interest you. If you can provide me with an e-mail address, I’ll send them via WeTransfer. (I have tried to contact you through LinkedIn, bit without success, so far.)

Kind regards,

Andrew Fraser.

[Rebecca James]

Thanks Andrew, Sorry I don’t use LinkedIn often.
My email is rebecca.james@bradford.gov.uk

[keith baldock]

Don’t use digital advertising vehicles but do use digital bus stops. Our council has contract with clearchannel allowing them to control advertising on our bus stops. As part of this contract we get a small percentage of time. For a while only I was aware of this so exploited it – but with covid let others know as well as saw as more important. Now lots of us use it. They tend to use static images – same as usual bus stops but with several on a rota. I’ve also used limited animation – putting it through our risk people first. It is very effective – I think – for the check your lights campaign for drivers and riders in the autumn clocks back. My graphics team also did a simple but effective anti-distraction ad.
I have read up a lot on this and talked to a couple of Uni psychology people. I’ve not had complaints or notice incidents rising in the areas deployed. Recognise potential of distraction – and to an extent wanted to engage with local newspaper if it raised a story on this – but they didn’t.
If anyone interested in this contact me – keith.baldock@brighton-hove.gov.uk

[Andrew Fraser]

As I said earlier:

“… I can’t see any road safety objection to their use in situations where there is a captive audience (i.e. one not engaged in driving or other task presenting danger to any persons).”

In other words, I can’t see any responsible roads authority using outdoor advertisements directed at road users engaged in one of the most dangerous tasks they ever undertake. (Excluding, of course, those advertisements permitted under the Control Advertisements Regulations.)

I am intrigued, however, by the concept of a simple, but effective anti-distraction ad. Something of an oxymoron, surely?

[keith baldock]

Fair enough – I used this mainly aimed at pedestrians and cyclists this time as 50% of collisions have them at element of fault – stats 19 – here. I’d used static print ads and they changed to digital in city centre. We have had a small version of a digital screen in the city on way from rail station into town and monitored for incidents, not much variation of significance. I’d also done very basic media research on campaigns I’d done and what kind of road user seemed to see what media.. I’ll happily accept it was basic but did get a mates rate bit of research from local Uni psychology – aiming to determine significance of results. My stuff was in region but not statistically significant.
Anyway bus stops best for peds and cyclists – with fair recall from drivers.
It is very limited subtle motion – HA internal colleagues OK’d it and subsequent ones. No budget now for development so basic stuff again.
It’s here: https://www.facebook.com/sharetheroadsbrightonandhove – just posted it for your delight!

[Andrew Fraser]

And I was delighted. Although I am unlikely to change my position on outdoor advertising aimed at road users, I do appreciate the work Keith has put in to his projects and his honesty concerning the results.
I have always dealt in accidents, regarded STATS19 data with care and eschewed allocating personal blame, and so I do wonder whether there might be more that those providing the relevant technology could do more to ensure that it is used safely. After all, they do know where you are!

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