Abstract
The article gives an overview of Polish and international formal and legal requirements for roadside advertising and the relevant road safety impacts. The analysis focussed on outdoor advertising life cycle consisting of three stages: location, operation and removal of advertising. Experience of road authorities from Australia (Queensland), Republic of South Africa and the United Kingdom was collected. The article is part of a joint project “Development of Road Innovations” funded by the National Centre for Development and Innovation and the General Directorate For National Roads and Motorways.
Highlights
In times of free market economy we are inundated with information
What is not clear is the standards for placing advertising outside the road perimeter because the current legal regulations do not protect the interests of road users sufficiently to ensure road safety
Local law sets out the requirements to be met by billboards. If they are to be situated within the road perimeter, the location must be authorised by the road authority
Summary
In times of free market economy we are inundated with information. Companies, organisations and stores use advertising to put their message across to as many future customers as possible. With no legal regulations on where and how densely the ads can be located, the roadsides across the country, and in tourist destinations and major towns in particular, are brimming with all sorts of adverts. Roadside advertising in Poland is already regulated. Of cues, interfering with or preventing the driver from processing the information from the cue significant to him” [2]. This means that a specific space is full of advertising making correct interpretation/understanding of road signs more difficult and distracting drivers. This phenomenon has been studied in other countries.
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