Subscribe Today

February 23, 2012  |   Comments (4)   |   Post a comment

Keeping eyes on safety

How can an ad, which is designed to catch people’s attention, not distract from the safety equipment on a school bus?

by Frank Di Giacomo - Also by this author


With legislative sessions starting up and school district budgets dwindling, the issue of school bus ads is again making headlines.

As of this writing, bills to allow advertising on school buses had made progress in at least two state Legislatures' 2012 sessions.

In Kentucky, the state House's education committee in early January approved a bill that would allow school boards to sell advertising space on school buses. Sponsor Rep. Terry Mills' bill aims to produce revenues for schools, and it would prohibit ads of alcohol and tobacco products, as well as political or campaign advertisements.

But some committee members expressed concern that the legislation could pose safety risks by creating visual distractions to drivers, or could open the door to advertisements for school-inappropriate products.

Also in early January, legislation that would permit ads on school buses barely passed a Florida Senate education committee. As The Associated Press (AP) reported, it would have died if not for the support of a critical senator, who said she only voted for it so its sponsor would have a chance to improve it.

Yellow is boring?
In another eyebrow-raising decision, a fellow senator who voted for the Florida bill said he feels that yellow school buses are a bit dull.

"I'd kind of like to see them jazzed up a little bit," AP quoted Sen. Thad Altman as saying. "If it's done right, it could be fun."

Yet it's safety, not looking "jazzed up," that is the most critical goal of the school bus industry.

Among its stipulations for advertising content, the Florida Senate bill states that a contract would have to prohibit ads that "distract from the effectiveness of required safety warning equipment."

So how can an ad, which is designed to catch people's attention, not distract from the safety equipment on a school bus?

Focus on distraction
Distracted driving has been a front-burner issue in recent years at federal transportation agencies, including the Department of Transportation — which has launched an annual Distracted Driving Summit and has developed related rulemakings — and the National Transportation Safety Board - which in December called for the first-ever nationwide ban on the use of personal electronic devices while operating a motor vehicle.

Talking and texting on cell phones while driving is typically the focal point of federal actions, but it doesn't seem like a stretch to make a connection between distracted driving and advertisements on and around roads.  

In some cities, tall buildings are being wrapped in larger-than-life ads that all but guarantee to take eyes off of the road.

In an updated position paper on school bus advertising issued last year, the National Association of State Directors of Pupil Transportation Services raised the distracted driving issue.

The association said that school bus exterior ads' "displacement of school bus coloration and the potential increase to motorist distraction, a known cause of motor vehicle crashes, present a safety problem around school buses that cannot be ignored."

Unfortunately, safety problems around school buses don't appear to be a primary concern for some of our state legislators.

Post a Comment

Read more about: school bus advertising

Interesting discussion on the distraction caused by advertising -- surely there must be statistics on city transit systems and the percentage of crashes caused by people running into their transit vehicles while reading the rolling billboard. These stats would help make the case against the legislation. Surely if the issue is that important (children's welfare IS that important) then where's the data to back up the assumptive argument?

Insurance Guy    |    Apr 20, 2012 10:31 AM

-sorry,typos- Interested to read your resposne to the presence of ads on public transportation buses. I don't see many cars driving into them while being distracted by the ads. So really, how distracting are moving ads? I don't hit semi trucks when reading the logo. The only issue I have seen with text on a moving vehicle is when it is on the rear of a car and in too small font and the trailing car begins to tail gate to read the message. This hazard is eliminated atleast in the KY proposed House Bill by prohibiting ads on the front or rear of buses.

VMW    |    Apr 18, 2012 08:39 AM

Very good article. Would make more sense to collect part of the fine from installing bus stop violator cameras to the bus, which I believe would increase safety. Ads, intended to be eye catching, can cause distractions. Is it worth the few dollars that Ads might generate in trade for a precious life lost at some point?

jkramer    |    Feb 24, 2012 03:49 PM

The safety concern is not only distracting other motorists but also the students who could be distracted while in "danger zone" areas. Every safety feature on a bus, including it's identifiable color, has been put in place because of either student injury or death. How many years of legislation did it take to make the yellow school bus universal? Do we really want to back pedal now?

Robin    |    Feb 24, 2012 08:52 AM

Post a comment

Related Stories

Premium Member

Get bus sales numbers, transportation statistics, bus specifications, industry survey results, bus loading and unloading fatality statistics and more in the School Bus Fleet Research Center. Become a premium member today!
Log in Button Register Button


Get breaking news, industry updates, product announcements and more.