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By Paul Feldman, FairWarning 

A digital billboard in Sarasota. Photo: Scenic America

A digital billboard in Sarasota. Photo: Scenic America

Digital billboards clearly catch the eye of passing motorists. But what is also increasingly clear is that such distractions can heighten safety risks in heavy traffic and other complex driving conditions, a long-time roadway researcher says.

That conclusion by Jerry Wachtel, a traffic safety consultant and one-time Federal Highway Administration staffer, came from his recent review of billboard distraction studies conducted everywhere from Denmark to South Dakota.