Semi-naked models drive motorists to distraction

LONDON - Almost a quarter of motorists admit they have been so distracted by roadside billboards of semi-naked models that they have dangerously veered out of their lane.

In new research, one in five male drivers said their eyes were diverted from the road by posters of scantily clad women - such as the saucy cleavage shots of model Eva Herzigova in her notorious adverts for Wonderbra.

However only one in 10 women were put off by the sight of a semi-dressed male model.

Flashing warning signs, huge advertising hoardings and Christmas decorations were also said to be major distractions.

"There is a growing body of concern about the lack of any coherent strategy for arranging roadside furniture," said Mark Young, an expert in transport ergonomics from Brunel University.

He said novel advertising could cause a significant risk of distracting drivers at crucial times, such as going round a difficult roundabout.

"In fact, this risk is probably underestimated and we need to do more research on the possibility of excluding non-essential information when the driver is already busy dealing with the road," he said.

The study, by Privilege Insurance, said a 5 second distraction at 60 mph equated to driving at least the length of a soccer pitch without fully concentrating.

- REUTERS