Hazardous attraction: External-to-vehicle distraction caused by billboard advertisements in Lahore

In growing metropolitan cities around the word, drivers operate in an increasingly complex visual environment. Research on roadside billboard advertisements and its link to driving distraction and traffic accidents suggest that billboards distract drivers from forward roadways.This paper gauges external-to-vehicle driver distraction caused by billboard advertising in Lahore, one of the provincial capitals of Pakistan and a metropolitan with its population increasing at a record rate. One thousand respondents filled a survey questionnaire that was designed to answer research questions about distraction caused to drivers by roadside billboard advertising. Results supported the argument of this paper and revealed a link between placement of billboard advertisements and road accidents in Lahore