Wed | Nov 22, 2017

Digital billboards pose traffic hazard

Published:Saturday | October 21, 2017 | 12:00 AM

THE EDITOR: Sir

I wonder if there are any viable laws that regulate the outdoor advertising billboard industry with regard to the intensity of lighting.

Billboards are erected in heavily trafficked areas and are viewed by motorists and pedestrians alike. Such commanding views serve the advertisers and their clients well, but I think that in recent times, the lighting has caused severe visual pollution not only because the bright lights and large fonts make it difficult for persons to focus on anything else, but can also be distracting and may lead to serious accidents.

Digital and mobile billboards pose the greatest risks. While it can be argued that these extremely bright lights provide security and visibility to motorists, traffic safety and driver distraction must override all such considerations.

I support non-commercial advertisement typically posted by government and non-profit organisations used to obtain donations, volunteer support, or change consumer behaviour, not only because of their underlying nature, but also because they are never that blinding and really do not pose a problem.

I hope the day will never come when they, too, can afford the bling, and so join the other group with lavish, expensive tastes without much regard for outdoor infrastructure. But seriously, there is an overproliferation of excessively bright signage displayed in public places in this country.

I hope my concerns have not fallen on deaf ears - or blind eyes.

PAMELA V. LOWE

gladina10@yahoo.com

Kingston 8