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More responsibility needed in advertising related to encouraging mobile Internet device use while engaged in another activity

More responsibility needed in advertising related to encouraging mobile Internet device use while... Figure 1 shows a Telstra advertisement I encountered in a Sydney CBD bus in Feb 2010 appears to contradict public health concerns about driver and pedestrian distraction incurred whilst using a mobile phone for any purpose. Distraction while using mobile information technology devices, including for accessing social networking sites and sending or receiving email, contributes to road traffic and pedestrian accidents. How does Telstra reconcile its promotion of Facebook use on internet‐enabled mobile phones to ‘enjoy traffic jams’ (presumably aimed at public transport users but potentially influencing pedestrians and drivers of private vehicles using public transport incidentally) with the safety risk among standing bus occupants, drivers and pedestrians of using such technology? 1 Telstra advertisement in a Sydney bus encouraging Facebook use on a Telstra Next G internet enabled mobile phone. Driver or pedestrian distraction related accidents are increasingly a serious public health issue. Rapid adoption of portable information technology devices, in vehicle navigation and television displays, as well as wireless email, facsimile and internet services within private vehicles encourages their use while driving, walking or standing in public transport vehicles. Already at risk from accidents by account of their impulsive and risk taking behaviour, young adult and adolescent pedestrians, public transport users and drivers are now at further risk from device distraction as they are likely to be the first and most enthusiastic users of new technology. The cognitive attention required to use such devices reduce driver and pedestrian situation awareness and increases unsafe behaviour. Simulation studies have found an association between use of mobile communication and Internet capable devices and driver performance degradation. Presumably use of such devices are similarly engrossing to the pedestrian and bus or train occupant, thereby imposing safety risks. The cognitive attention in pedestrians and drivers required to use such devices reduces situation awareness and increases unsafe behaviour. A driver is already predisposed to error associated with distracting activity, on average, every 6 minutes even when not using a mobile device. The encouragement of Facebook use on a Telstra mobile during traffic jams whilst driving a private vehicle is especially troublesome as performance deterioration has been shown to be worsen with traffic congestion. It could be reasonably surmised that pedestrians negotiating a hectic urban environment or occupants standing in crowded public transport vehicles are at higher risk of accidents when their attention is diverted to engagement with mobile devices. This heightened risk persists despite practice. Although the mobile device advertising terrain was not systematically examined by the author, could this Telstra ad be an early example of a trend such as that represented by the widespread portrayal of unsafe driving in automobile commercials? Does Telstra or any other large IT provider require more public health input into advertising that could be seen to encourage hazardous recreational mobile device use? http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Australian and New Zealand Journal of Public Health Wiley

More responsibility needed in advertising related to encouraging mobile Internet device use while engaged in another activity

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References (7)

Publisher
Wiley
Copyright
© 2010 The Authors. Journal Compilation © 2010 Public Health Association of Australia
ISSN
1326-0200
eISSN
1753-6405
DOI
10.1111/j.1753-6405.2009.00582.x
pmid
20649790
Publisher site
See Article on Publisher Site

Abstract

Figure 1 shows a Telstra advertisement I encountered in a Sydney CBD bus in Feb 2010 appears to contradict public health concerns about driver and pedestrian distraction incurred whilst using a mobile phone for any purpose. Distraction while using mobile information technology devices, including for accessing social networking sites and sending or receiving email, contributes to road traffic and pedestrian accidents. How does Telstra reconcile its promotion of Facebook use on internet‐enabled mobile phones to ‘enjoy traffic jams’ (presumably aimed at public transport users but potentially influencing pedestrians and drivers of private vehicles using public transport incidentally) with the safety risk among standing bus occupants, drivers and pedestrians of using such technology? 1 Telstra advertisement in a Sydney bus encouraging Facebook use on a Telstra Next G internet enabled mobile phone. Driver or pedestrian distraction related accidents are increasingly a serious public health issue. Rapid adoption of portable information technology devices, in vehicle navigation and television displays, as well as wireless email, facsimile and internet services within private vehicles encourages their use while driving, walking or standing in public transport vehicles. Already at risk from accidents by account of their impulsive and risk taking behaviour, young adult and adolescent pedestrians, public transport users and drivers are now at further risk from device distraction as they are likely to be the first and most enthusiastic users of new technology. The cognitive attention required to use such devices reduce driver and pedestrian situation awareness and increases unsafe behaviour. Simulation studies have found an association between use of mobile communication and Internet capable devices and driver performance degradation. Presumably use of such devices are similarly engrossing to the pedestrian and bus or train occupant, thereby imposing safety risks. The cognitive attention in pedestrians and drivers required to use such devices reduces situation awareness and increases unsafe behaviour. A driver is already predisposed to error associated with distracting activity, on average, every 6 minutes even when not using a mobile device. The encouragement of Facebook use on a Telstra mobile during traffic jams whilst driving a private vehicle is especially troublesome as performance deterioration has been shown to be worsen with traffic congestion. It could be reasonably surmised that pedestrians negotiating a hectic urban environment or occupants standing in crowded public transport vehicles are at higher risk of accidents when their attention is diverted to engagement with mobile devices. This heightened risk persists despite practice. Although the mobile device advertising terrain was not systematically examined by the author, could this Telstra ad be an early example of a trend such as that represented by the widespread portrayal of unsafe driving in automobile commercials? Does Telstra or any other large IT provider require more public health input into advertising that could be seen to encourage hazardous recreational mobile device use?

Journal

Australian and New Zealand Journal of Public HealthWiley

Published: Aug 1, 2010

There are no references for this article.