The IAM has raised concerns over plans to erect a giant advertising hoarding with moving digital images over a major road in Edinburgh (Edinburgh Evening News).
The 30-metre video screen, spanning four lanes of traffic, would be sited above the Gogar roundabout on the main route to Edinburgh Airport.
Talking to Edinburgh Evening News, Neil Greig, director of policy and research at the IAM, said a large digital advert near a busy road went against “best practice” for road safety.
Neil Greig said: “Although it’s very difficult to put your finger on definitive evidence either way, it is clearly a distraction.
“These things are designed to be looked at, and if you’re looking at the hoarding, you’re not looking at the traffic. The contractor (advertising firm JCDecaux) and the council should be promoting road safety best practice, and best practice would be not to have any distractions at a busy roundabout.”
The Edinburgh Evening News says a road safety report compiled by analysts WYG Transport, and submitted as part of JCDecaux’s application, says “the advertising installation is unlikely to result in an increase in accidents on the off-ramps due to driver distraction”.