From traditional billboards to digital displays and roadside banners, advertising signage is a common feature across many arterial roads in Victoria and New South Wales. Strategically placed to capture the attention of passing motorists, these signs offer high-visibility opportunities for businesses and advertisers seeking to connect with large volumes of road users.
From a commercial and economic standpoint, roadside signage has proven effective. It enables brand visibility in high-traffic environments and supports local businesses, events, and services. For landowners and councils, leasing signage space can also provide a valuable revenue stream.
However, the road safety implications of roadside signage, particularly large, illuminated, formats, are the subject of increasing discussion among traffic engineers and policy makers.
Understanding the Potential Impact on Drivers
Modern driving environments require sustained visual and cognitive attention. Interacting with traffic, navigating changing road conditions, and responding to unexpected hazards are all activities that demand focus.
Evidence suggests that highly animated or rapidly changing signage can draw a driver’s attention away from the road environment. While the impact may vary depending on context, location, and driver behaviour, some studies indicate that digital billboards can reduce a driver’s ability to detect hazards and respond to external cues — in much the same way that mobile phone use has been shown to compromise safety.
While not all signage presents a risk, the cumulative effect of visual clutter, particularly where advertising signage is located near critical wayfinding infrastructure (such as exit ramps, speed zones, or directional signs), can create unnecessary visual competition.
Informational vs Promotional Signage
It is important to distinguish between signage types. Directional signage related to road safety, emergency services, and navigation plays an essential role in helping drivers make safe and timely decisions. Issues arise when advertising signage mimics or competes with these functions — either through size, positioning, or visual prominence.
This can lead to confusion, delayed decision-making, or missed information — particularly in high-speed or complex traffic environments.
The Role of Policy and Planning Controls
At present, advertising signage on main roads is governed by Clause 52.05 of the Planning Scheme, which includes a 10-point road safety checklist to assess potential impacts. However, this framework lacks detailed quantifiable criteria, and there are currently no formal assessment tools or guidelines provided by the Department of Transport (VicRoads) to support consistent evaluation.
This presents challenges for developers, sign owners, councils, and planning consultants when determining whether a proposed sign is acceptable from a traffic safety perspective.
Different Jurisdictions, Similar Requirements
The following summary is provided of Victoria and New South Wales, the two locations where Quantum Traffic have historically assessed Advertising Signage.
| VICTORIA – Advertising Signage and Planning Permits in Victoria | NSW – Advertising Signage and Planning Permits |
| In Victoria, the erection and display of advertising signage are governed by the Victoria Planning Provisions (VPP), specifically Clause 52.05, which outlines the controls and requirements for signage across the state.
Key Requirements: · Planning Permit Necessity: A planning permit is generally required for signage that may impact the amenity or safety of an area. This includes signs that are illuminated, animated, or located within proximity to freeways and arterial roads. · Department of Transport and Planning (DTP) Referral: If a proposed sign is animated, electronic, or within 60 meters of a freeway or arterial road, the application must be referred to the DTP. The DTP assesses the proposal’s impact on road safety and efficiency. · Assessment Criteria: The DTP evaluates applications based on factors such as sign location, luminance, complexity of the surrounding area, and potential distraction to drivers. · Compliance with Guidelines: Applicants must adhere to the Department of Transport and Planning Requirements and Guidelines for Illuminated Outdoor Advertising Signage, which detail standards for luminance, brightness levels, and operational parameters. For detailed information and guidance on signage and planning permits, refer to the official Victorian Government resource: Signs and planning permits | vic.gov.au. |
In New South Wales, the erection and display of advertising signage are governed by the State Environmental Planning Policy (Industry and Employment) 2021, specifically Chapter 3, which outlines the controls and requirements for signage across the state.
Key Requirements: · Planning Permit Necessity: A planning permit is generally required for signage that may impact the amenity or safety of an area. This includes signs that are illuminated, animated, or located within proximity to transport corridors. · Assessment Criteria: The policy requires signage to be compatible with the future character of an area, provide effective communication in suitable locations, and be of high-quality design and finish. · Compliance with Guidelines: Applicants must adhere to the Transport Corridor Outdoor Advertising and Signage Guidelines, which detail standards for signage in transport corridors, including considerations for road safety and driver distraction. For detailed information and guidance on signage and planning permits, refer to the official NSW Government resource: Advertising and signage | Planning. |
How Quantum Traffic Is Contributing
Quantum Traffic is currently in the early stages of developing a more robust, evidence-based assessment framework for evaluating advertising signage from a road safety perspective. Our goal is to support more transparent and consistent decision-making for:
- Property owners and advertisers
- Local government planners and transport officers
- Road authorities and VCAT proceedings
We aim to provide practical, data-informed advice that balances the needs of advertisers with the safety and efficiency of the road network.
If you have examples, insights, or perspectives that could assist with the development of this tool, we welcome your input.
Need an Expert Assessment?
Quantum Traffic regularly prepares signage assessments for Council submissions and VCAT hearings. We understand the nuances of Clause 52.05, road authority expectations, and how to present evidence in a clear and compliant manner.
📞 Contact our team to discuss your site or signage proposal – 1300 756 216
