Impact of illuminated advertising devices on road traffic safety

Abstract

This article examines the impact of illuminated advertising devices on road safety in urban environments. By measuring the light parameters of advertising displays and comparing them to public lighting, the study analyzes how the brightness and dynamic elements of these devices affect driver attention, reaction times, and overall ability to perceive traffic situations. The findings indicate that high-brightness, dynamic advertising displays can significantly increase the risk of traffic accidents, especially during nighttime driving. The study also highlights the insufficiency of current legislative regulations, which primarily focus on public lighting systems, and suggests that more comprehensive guidelines should be established to address the specific characteristics of illuminated advertising devices. Two measurement methods were employed: horizontal illumination of roadways and a gradient luminance analysis, both of which provided insights into the disruptive influence of these devices on road safety. The article concludes by recommending specific legislative changes, improved regulation of advertising installations, and the development of further research to better understand the long-term effects of these devices on accident rates. By addressing these challenges, this research aims to contribute to safer road environments and minimize the negative impact of illuminated advertisements on traffic flow and driver behavior.