THERE are fears a new digital billboard in Hereford will distract motorists and lead to more crashes.

Showcase Outdoor Limited wants to replace two traditional billboards alongside the A465 Belmont Road, just south of the Asda roundabout, with one digital display.

The company says the new sign mean fewer vehicles on the road to change posters, with the new digital display capable of broadcasting emergency messaging, such as public health alerts.

But a woman living in Herefordshire's Golden Valley has objected to the plans, which have been submitted to Herefordshire Council, voicing safety concerns.

Ann Marshall, from Newton St Margarets, said: "These digital adverts are far more distracting than the simple poster type.

"So inappropriate for road side locations, where all those drivers passing will have their attention (even momentarily and involuntarily) diverted from the important issues around road safety.

"Please don't allow this application to be successful as it is likely that an increase in RTAs [road traffic accidents] will result.

"To allow this to happen would IMO [in my opinion] be irresponsible."

Plans submitted to the council say the sign's brightness will be set at an "appropriate level for the area and to mimic the poster being replaced", with the brightness limited at night.

Documents also revealed that in the interests of public safety only static images will be shown, they will change no more than once every 10 seconds and changes will take place instantly with no sequencing, fading, swiping or merging of images.

"The proposed display would occupy the same setback and offset position as the existing unit, ensuring site lines and visibility splays are maintained," the application added.

"It would be seen by traffic travelling northeast and southwest along Belmont Road (the A465), which is limited to 30mph, is well lit, level, and has excellent forward visibility.

"Highway users would therefore by fully capable of glancing content far in advance of the site without being distracted from the road or traffic conditions ahead. The cognitive demand on road users at this point is low as there are no unusual highway complexities which would require extra care to be taken.

"As such, drivers would be entirely capable of viewing advertisements whilst maintaining stopping distances and an awareness of surrounding traffic movements.

"Under these circumstances, such a familiar feature of Belmont Road and the surrounding highway network, would not constitute a hazardous distraction to anyone exercising a reasonable standard of care.

"Consequently, the proposal would not give rise to public safety issues, which would prevent the granting of an express advertisement consent."

Comments on application 204376 can be made until February 4.