The owners of two electronic billboards have lost their bid for ministerial approval after an independent committee advised they posed "an unacceptable risk to the safety of drivers".
The two billboards — above the entrance to the Northbridge Tunnel and on top of a building in West Perth — have been switched off since 2022 after Main Roads exercised its power to order the switch off, deeming the signs with rotating messages "hazardous to traffic safety".
The owners of the signs, Epico Pty Ltd and Sign On Group Pty Ltd, appealed to Transport Minister Rita Saffioti to overturn the decision but have been advised they were unsuccessful.
Jerko Ostoic, director of road access and planning at Main Roads, told Nadia Mitsopoulos on the ABC Radio Perth Morning program he understood the applicants would be disappointed but the decision was a "great outcome in terms of road safety".
The billboards overlook merge points on some of Perth's busiest freeways and are fixed to buildings at 190 Aberdeen Street in Northbridge and 1060 Hay Street in West Perth.
They are clearly visible over the eastbound entrance to the Northbridge tunnel and to the right of drivers travelling southbound on the Mitchell Freeway approaching the city.
"Both of these locations are in 80kmh speed environments and right in the vicinity of these signs there are very complex decision-making points," Mr Ostoic said.
"There's a lot of braking, there's a lot of weaving, there's a lot of traffic, a lot of motorists trying to understand what decision they need to make next.
"We're not against digital advertising, we just need to make sure that it's located appropriately in the safest possible area or location to minimise that risk to motorists."
'Disconnect' between council and Main Roads
Both signs received planning approval from the City of Perth in 2018 and 2019 respectively, with each subject to nine conditions including a ban on effects like scrolling, fade-outs and fly-ins.
The approvals also specified the advertisements had to be "restricted to static displays that contain only single, self-contained messages that have a 'dwell' duration of not less than 45 seconds".
But Mr Ostoic said there was a "disconnect" between council approvals and Main Roads requirements.
"We are seen as a referral agency," he said.
"We do provide comments and in this case, we certainly did say 'please don't install it' however, it's considered under planning terms as a referral advice only.
"Council, determined, yes, [the billboards] could go ahead, which meant we then had to invoke the Act."
Transport Minister Rita Saffioti has the power under the Main Roads Act to overturn Main Roads' decision but after taking advice from an independent committee, backed the department.
A spokesperson for the minister said: "The Minister supports the use of billboards and advertising and gave careful consideration to the impact on each proponent and if any other avenues existed but ultimately accepted the recommendation that operating billboards in those locations posed an unacceptable risk to the safety of drivers."
Billboards unpopular with drivers
Listeners to ABC Radio Perth voiced overwhelming dislike of electronic billboards on both suburban roads and straight sections of the freeway.
Sharon: "We were travelling home in the early hours (after a flight delay) and I was blinded by [the Treendale] billboard! I couldn't see anything around it. It hits you like an optometrists light, temporarily blinding you."
Helen: "They dazzle dangerously, especially for people with sight issues. Get rid of them."
Phillip: "They put an electronic billboard on the main street of Wagin. It illuminates the entire town and blinds all the truck drivers."
Nat: "Billboards on the freeway are far too distracting. Nothing but road signs required on these main arteries. They are fine at intersections where cars have to stop as there is time to take in a message but certainly not on the freeway."
