Plans to install 28 digital advertising displays across south Dublin have drawn more than 100 objections, with road safety emerging as one of the main concerns.
The proposal by South Dublin County Council (SDCC) includes eight large digital panels and 20 digital pole-mounted displays at various locations. The public consultation ended on August 12, with submissions received from residents, elected representatives and public bodies.
Among those raising concerns is the Road Safety Authority (RSA), which warned that the illuminated and changing advertisements could divert motorists’ attention from the road.
“Driver distraction is a significant road safety risk, occurring when attention is diverted away from the activities needed for safe driving,” the RSA said in its submission.
The authority also pointed to an increase in road deaths in Ireland in recent years, including a rise in fatalities involving vulnerable road users during 2025.
According to the RSA, research from other countries indicates that roadside advertising can influence driver behaviour, particularly when displays are designed to attract attention through changing or dynamic content.
“In 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,” it said.
The RSA has asked SDCC to examine the potential impact of each proposed site on driver distraction and collision risks. It also recommended monitoring the locations for crashes and near misses if the displays are installed.
Sarah Barnes, a Fine Gael councillor for Firhouse-Bohernabreena and recently elected deputy mayor of SDCC, said she was particularly worried about the effect of bright, moving advertisements on motorists.
“The last thing we need is more distractions on the road,” she said, pointing to existing concerns around motorists being distracted by mobile phones and navigation systems.
“It concerns me that, at a time like this, moving and bright visuals that turn over very quickly will be very distracting for people,” Ms Barnes added.
The National Transport Authority (NTA) has also made recommendations concerning the proposed displays. It asked the council to review the eight digipanels planned for footpaths to ensure they would not create difficulties for pedestrians, particularly people with disabilities and those who are visually impaired.
The NTA also said the proposed advertising locations should not interfere with BusConnects projects or Active Travel infrastructure.
Independent Palmerstown-Fonthill councillor Madeleine Johansson said she had raised objections to the project since it was first brought before the council about a year ago.
She questioned the use of public land for commercial advertising and expressed concerns about visual clutter and light pollution.
“I’m firstly concerned about privatisation of public spaces – this would be a private company putting these structures on public land and public spaces,” she said.
Ms Johansson also argued that the proposed displays would run counter to efforts to reduce unnecessary signage and visual clutter.
“It is unnecessary signage when we have been trying to remove visual clutter and light pollution,” she said.
She added that the illuminated structures could affect people living nearby as well as animals.
“Firstly, from a human perspective, these are lit up, close to people driving and people’s homes, it can also be an issue for animals,” she said.
The council will now have to consider the submissions and recommendations before deciding how to proceed with the proposed digital advertising scheme.
