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Anti-Digital Billboard Ban Bandwagon Gaining Speed Around US

by Amar Toor on March 24, 2010 at 02:15 PM

It's pretty much universally acknowledged that driving while texting can lead to highway trouble. But according to USAToday, several cities around the country have now taken legislative action against another more visible, yet strangely less obvious 'distraction': digital billboards.

Earlier this month, Denver joined the growing list of cities that have banned digital billboards altogether, while several other cities have placed a moratorium on additional billboard construction, pending further evidence from a forthcoming federal study. While many claim that the constantly changing displays only serve as a distraction to drivers, billboard owners insist that they've taken every precaution to ensure that their advertisements don't distract drivers from the road. Bill Ripp, vice president of Lamar Advertising, maintains that his company has examined the issue "very carefully," adding, "We don't want to cause any unsafe conditions for drivers." Since a federal law against digital roadside advertisements was relaxed back in 2007, the number of displays has blossomed from around 1,800 to more than 450,000 around the country. According to the Outdoor Advertising Association of America, the billboards can cost anywhere from $200,000 to $300,000 apiece.



It's always difficult to differentiate genuine concern from profit-seeking motive, which is probably why most people probably won't buy billboard advertisers' claims that precautionary measures have been taken. But given the dearth of scientific proof that digital billboards actually play a role in distracting drivers, it's easy to understand why they'd be upset about any new laws that could limit their business. With all the attention that cell phone wielding drivers have received from governmental and safety advocacy groups (nine-foot-tall, neon naked ladies aside), it's easy for us to automatically deem anything a prohibitively dangerous distraction. Before local or state governments start panicking, though, we should all take a deep breath, and wait for future studies to roll in. [From: USAToday]

Tags: ads, advertising, digital billboards, DigitalBillboards, distractions, driving, driving distractions, DrivingDistractions, drivingwhiletexting, top

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