calls for u-turn on 'dangerous' motorway ad screens - led outdoor advertising screens

Basic Graduate Department (DfI)
It has long been criticized.
Safety activists say the roadside advertising screen will distract drivers.
Outdoor media company, outside, want to build 7 large TV sets
Type the screen on the three main routes to Belfast.
So far, DfI has been opposed to advertising screens for security reasons.
However, a new policy document says DfI has "limited" funding and is therefore exploring new revenue plans.
These include roadside advertising opportunities on some of Northern Ireland's busiest roads, and road safety activists have urged ministry officials to reconsider.
These details are included in the policy document released this week.
There is relatively little research on how to distract the screen from the driver.
However, the DfI document said: "So far, the department has rejected these requirements on the grounds of security, and would prefer to consider the pilot if the applicant assessed the safety risk as acceptable.
"This request was also made at a time when the level of resource funding was limited and when departmental committees were willing to explore potential sources of income.
"The proposed screen will be placed on the north-south transport channel of the Marsh Meadow and M2 Foreshore M1, which is subject to planning approval from the Belfast City Council.
The other two will be located near the George Best Belfast City Airport on the A2 Sydenham bypass, and the other is located at A12 Westlink, Grosvenor Road.
BRAKE, a road safety charity, said: "The news about the introduction of roadside advertising in Belfast to address the shortage of funds is deeply worrying.
"A glance away from the wheel will have disastrous consequences;
A 50-mile-per-hour car will travel 22 m in a second [24 yds]
Or about five long cars.
"We urge that this decision be reconsidered.
"Only a fraction of these screens were previously allowed in Belfast-
For example, in downtown Shaftsbury Square and Dublin road, traffic is moving slowly.
The DfI file also said: "The essence of advertising is to attract the attention of passers-.
Therefore, it is possible to affect road safety.
"However, there is no conclusive evidence that the existence of advertising is a contributing factor to the cause of road traffic collisions.
"In the latest planning application submitted to the Council, a security audit conducted on behalf of Exterion identified some of the hazards associated with the brightness of the roadside screen, stating that they" could cause drivers to be distracted, because glare can cause back-end diversion, side sliding or loss of control type collisions ".
The report recommends adjusting the brightness according to changes in natural light.
One of the proposed locations is located in the main driveway leading to Bongo.
Terry Malcolm, from the North Tang and Ards road safety board, said: "from a road safety perspective --
Anything that distracts you is crazy, even for a moment.
"At 70 miles per hour, you are traveling in the 102ft [area]31m]per second.
There are two and a half bus lengths in a second.
So that's how far you go in a second of distraction.
A DfI spokesperson said in a statement: "Northern Ireland's position on roadside advertising is more restrictive than in many other countries.
"As a result, the department, as the road authority, agreed in principle to facilitate the pilot project, which includes LED advertising at seven roadside sites around Belfast St.
There is not much revenue from the pilot projects but will be used for road maintenance.
"The developer has submitted a planning application to the Belfast St City Council.