"Generally, billboard-related distraction appeared to be minor and regulated by drivers as the demands of the driving task changed. However, this review’s findi

"Generally, billboard-related distraction appeared to be minor and regulated by drivers as the demands of the driving task changed. However, this review’s findings suggest that this may not be true in all cases. Future research should emphasize the tails of the distribution in addition to average cases, in terms of both the analysis of visual behavior and the complexity of driving tasks. Further research is also needed to understand the effects of billboard design, driver characteristics, and road and traffic context." https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4411179/ https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4411179/ > official road signs are easy to read at a glance They aren't. Specially in the UK.