Impact of Outdoor Advertising on Safety of Highway Users in Lagos and Abeokuta Metropolis

Abstract

This study assessed the impact of Outdoor advertising on the safety of highway users. It was underpinned by the Klapper’s Phenomenistic Theory. Data used for meeting the study objectives were gathered with the questionnaire and analysed quantitatively. The study found out that Outdoor advertising had no negative influence on the safety of highway users. The study also concluded that Outdoor advertising, rather than constituting an environmental nuisance, beautify the environment. The study recommends that advertisers should leverage on the uniqueness of Outdoor advertising to advertise their products and services; road users, on the other hand, should be focused while on the highway and avoid billboard distraction. Also, regulatory authorities should enforce compliance to rules and regulations and ensure the upholding of best practices by the various practitioners and stakeholders in the industry for the benefits of all and sundry.

Keywords: Outdoor advertising, Distraction, Billboards, Safety, Highway users

DOI: 10.7176/NMMC/79-05

Publication date: April 30^th 2019