![\"digipanel\"](\"https:\/\/www.europesays.com\/ie\/wp-content\/uploads\/2026\/08\/1786197435_961_.png\")
\n Artist’s impression of the digipanel SDCC<\/p>\n
THE ROAD SAFETY Authority has voiced concern about \u201cdriver distraction\u201d in relation to proposed outdoor digital advertising units in South Dublin.<\/p>\n
South Dublin County Council (SDCC) is currently engaged in public consultation on the digital advertising display units.<\/p>\n
The project, developed in partnership with JCDecaux, would see the installation of outdoor advertising display units on SDCC lands at 28 locations.<\/p>\n
These would include eight \u2018Digipanels\u2019 and 20 \u2018Digipoles\u2019.<\/p>\n
A Digipanel has an overall height of around 2.5 metres and are typically places in central locations at street-level.<\/p>\n
The Digipanels will run for 20 hours each day, only being turned off between 2am and 6am.\u00a0<\/p>\n
\n Artist’s impression of the digipanel SDCC<\/p>\n
SDCC\n<\/p>\n
Meanwhile, a Digipole is a larger structure measuring around 5.5 metres in height and over three metres in width\u2013 these are placed along distributor roads, central medians, grass verges and other locations capable of accommodating larger display structures.<\/p>\n
SDCC has said that the project \u201cwill support clear and consistent civic communication of Council services and provide appropriate commercial advertising, contributing to the sustainability and value of the network\u201d.<\/p>\n
Public consultation opened on 1 July and will close at midnight on 12 August.<\/p>\n
The RSA submitted an observation on the project yesterday and voiced concern over \u201cdriver distraction\u201d.<\/p>\n
It said that driver distraction occurs when \u201cattention is diverted away from the activities needed for safe driving to a competing activity\u201d.<\/p>\n
The RSA added: \u201cInternational research evidence indicates that roadside advertising, typically designed to be conspicuous and attract attention, can negatively impact driver behaviour.<\/p>\n
\u201cIn particular, digital and dynamic roadside billboards (such as those referenced in this consultation) can generate longer gaze durations and more frequent fixation compared to static billboard displays.\u201d<\/p>\n
The RSA pointed to research which shows that this can result in higher rates of lane deviation, delayed detection of hazards and less driving stability.<\/p>\n
It also noted research that shows younger and less experienced drivers are more at risk of distraction from digital billboards.\u00a0<\/p>\n
The RSA called for an assessment of the potential for driver distraction and crash risk at the proposed sites.<\/p>\n
\u201cThis is of particular importance in areas frequented by vulnerable road users (e.g., pedestrians, cyclists, e-scooter users etc.) and at more complex traffic areas, such as junctions,\u201d said the RSA in its observation.<\/p>\n
It also called for \u201cpost-installation monitoring for collisions and near misses in the vicinity of the display units\u201d.<\/p>\n
The RSA noted that road deaths in Ireland have increased in recent years, including an increase in deaths amongst vulnerable road users in 2025.<\/p>\n
\u201cIt is vital that every effort is taken to reduce distraction risk, deaths and injuries on our roads,\u201d said the RSA.\n<\/p>\n
\u2018Distraction machines\u2019\u00a0<\/p>\n
Elsewhere, an observation was submitted by People Before Profit councillors Jess Spear and Kay Keane, alongside TD Paul Murphy.<\/p>\n
They object to the proposal in its \u201centirety\u201d and have called for it to be withdrawn.<\/p>\n
They also pointed to driver distraction concerns and added: \u201cAt a time of rising road deaths, the Council should not be installing distraction machines at junctions and crossings for profit.\u201d<\/p>\n
Meanwhile, they said the proposal would add to \u201cstreet clutter\u201d on \u201cfootpaths already clogged with bollards, bins, planters, poles and bicycle stands\u201d and that \u201cwheelchair users, people with buggies and people with visual impairments will bear the cost\u201d.<\/p>\n
The People Before Profit reps also hit out at the \u201cprivatisation of public space\u201d and claim that \u201cjust 20% of screen time reserved for \u2018civic messages\u2019\u201d.<\/p>\n
\u201cThe purpose of this scheme is to turn public space into private advertising.\u201d<\/p>\n
The observation also voices concern over carbon emissions and light pollution, as well as concerns over what type of advertising the screens will carry.<\/p>\n