JV
J.J.H. Vos
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Driver distraction and advertisements on objectsand buildings along roadways and highways
The road to a comprehensive framework
Distracted driving is a significant road safety issue, with roadside advertising known to compete for drivers’ attention and potentially affect driving performance. To mitigate to potential influence on crash risk by roadside advertising, policy guidelines are in place. This thesis aims to identify the current trends in evidence regarding driver distraction and roadside advertising for ultimately revising and strengthening the Dutch framework for the placement of roadside advertising along highways. This is done by updating the scientific evidence base, reviewing international best practices, and assessing the safety impact of digital billboards. A literature review identified both new and confirmatory insights that can strengthen the evidence‑base for Dutch guidelines. Policy documents from comparable well-performing road-safety countries were also analyzed, revealing that while most frameworks are grounded in scientific evidence, their implementation varies due to pragmatic considerations. To explore the extent of potential safety effects, a before-and-after analysis was conducted on 20 Dutch digital billboards using crash data from 2014 to 2024. Results were mixed at individual sites but showed a statistically significant positive safety effect at an aggregated level, though cautious interpretation is needed, due to several methodological limitations. The thesis concludes that despite the lack conclusive evidence on risk figures, well-studied safety performance indicators and international guidance can be used for revising the Dutch framework on advertising objects along highways.
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Distracted driving is a significant road safety issue, with roadside advertising known to compete for drivers’ attention and potentially affect driving performance. To mitigate to potential influence on crash risk by roadside advertising, policy guidelines are in place. This thesis aims to identify the current trends in evidence regarding driver distraction and roadside advertising for ultimately revising and strengthening the Dutch framework for the placement of roadside advertising along highways. This is done by updating the scientific evidence base, reviewing international best practices, and assessing the safety impact of digital billboards. A literature review identified both new and confirmatory insights that can strengthen the evidence‑base for Dutch guidelines. Policy documents from comparable well-performing road-safety countries were also analyzed, revealing that while most frameworks are grounded in scientific evidence, their implementation varies due to pragmatic considerations. To explore the extent of potential safety effects, a before-and-after analysis was conducted on 20 Dutch digital billboards using crash data from 2014 to 2024. Results were mixed at individual sites but showed a statistically significant positive safety effect at an aggregated level, though cautious interpretation is needed, due to several methodological limitations. The thesis concludes that despite the lack conclusive evidence on risk figures, well-studied safety performance indicators and international guidance can be used for revising the Dutch framework on advertising objects along highways.