More Worries about Distraction Risks from Digitized Billboards
As the numbers of digitized billboards on our highways has increased, the calls for limiting the use of these billboards because of the distraction risks have also become louder.
Travelers have become used to these billboards that flash advertising messages, news headlines, and sports scores. But exactly how distracting are these billboards?
The billboard industry insists that there is no evidence to show that these billboards are any more distracting than traditional billboards. However, auto safety advocates are not as convinced. Adding to the confusion is that there have been very few studies into the distraction risks of these billboards compared to conventional ones. Last year a Virginia Tech Transportation Institute study indicated that these billboards were an accident risk, but did not confirm just how high the risk was. The Virginia Tech study did say, however, that there was a need for more studies into these risks.
It seems to me that anything that can take a motorist’s attention away from the road on a busy highway for enough time to cause an accident, must be considered a serious risk. Some of these billboards change messages every 6 to 8 seconds. These are highly distracting messages that have the potential to cause motorists to take their eyes off the road for several seconds at a time. Motorists who are distracted by billboards are already talking on their cell phones or texting while driving. In short, these motorists can't handle any more distractions.
Efforts to ban these billboards are on, but the industry has been stubborn about its opposition to any such ban. In several states, nonprofit groups are trying to block the installation of more such billboards.
Scott Grossman is a New Jersey personal injury lawyer representing injured victims of auto accidents in Monmouth, Bergen, Passaic and Ocean counties, and across the state of New Jersey.

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