A glitzy new billboard on the Queensborough Bridge is attracting unwanted attention from motorists watching its advertising messages.
Complaints have been received about the sign's large 4 by 15 metre size, brightness at night and closeness to fast-moving bridge traffic.
"I call it a big Jumbotron TV. I try not to look because it's a distraction," said truck driver Atti Torok, 50, on Tuesday.
"You watch, the first thing there will be an accident and they'll say they were looking at the sign and weren't paying attention. They're asking for trouble," he said.
The sign was installed by the city of New Westminster as part of a program to bring $1 million annual advertising revenues to the city.
Four signs will be installed altogether in high-traffic locations where motorists will view the advertising messages and city bulletins.
Located at the south end of the Queensborough Bridge, drivers see it on their right as they proceed north into New Westminster.
City design manager Roger Emanuels said two complaints have been received since the "digital billboard" was installed on April 5.
"All four sites in the program were reviewed by traffic safety consultants," he said.
Factors included sightlines, blocking traffic signs and positioning adjacent to roadways.
He said special efforts were made to make sure they were not too bright.
"There is a school of thought that drivers catching the sign in their peripheral vision don't have to turn their heads," he said.
The program will be monitored, light levels adjusted if necessary and collision reports checked over time.
Similar electronic signs have been put up in other cities in Metro Vancouver, but Queensborough has attracted the most notice.
A spokeswoman at the News1130 traffic line said several calls have been received.
"Most phone calls come in at night because they are bright, glowing billboards," she said.
"It could be a distraction. At a time when they are trying to get people off their cellphones, drivers could be looking at the board when traffic stops in front of them," she said.
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