Sun in the Sands illuminated advertising screens (2)

Meeting: 
MQT on 2017-09-14
Session date: 
September 14, 2017
Reference: 
2017/3786
Question By: 
Shaun Bailey
Organisation: 
GLA Conservatives
Asked Of: 
The Mayor
Category: 

Question

Are you concerned that some drivers appear to be slowing down in order to wait to read the advertisements on the loop because they have just missed one.

Answer

Answer for Sun in the Sands illuminated advertising screens (2)

Answer for Sun in the Sands illuminated advertising screens (2)

Answered By: 
The Mayor

Transport for London (TfL) has measures to ensure that all of its roadside advertising screens are safe and compliant with the guidance for digital roadside advertising.

It is a condition of TfL's planning consent for the Sun in the Sands digital screens that adverts change over a period of no greater than one second. This measure has been taken for safety reasons because research has shown that a 'slow fade' draws the eye of passing motorists for longer. To avoid driver distraction TfL has also ensured that the advertisements chosen do not change more frequently than once every ten seconds or contain moving images.