Over the last years, distracted driving constitutes a considerably increasing road safety problem with disastrous results and it possesses a leading position among the accident causes. The present study deals with driver's distraction due to out of the vehicle factors. Considering exterior factors as the most significant, we can group them in four categories: built roadway, situational entities, the natural environment, and the built environment. Regarding the fourth category, it is related to the wide variety of civil infrastructure, the commercial land use combined with high vehicle speed. All these contribute to the setup of a very dangerous environment by increasing driver's distraction and inattention. This research is based on a medium scale experimental procedure. The distraction of the driver's attention is evaluated via a continuous recording of his gaze. The main objective of this paper is to assess the side effects of roadside advertising and overloaded informational signs to driver's distraction and inattention. The results of this type of research procedures are very useful as a tool of prevention of the forthcoming pressure for more and more billboards and trademarks on the roads as well as to encourage the adaptation of more precise regulations with regard to the road infrastructure, the placement of roadside elements, etc.

driving, distraction, advertising, billboards, naturalistic, research