The Kerala Motor Vehicles Department (MVD) has been actively campaigning against the dangers of high-beam headlights during night travel and imposing fines for violations. However, another growing issue—vehicles equipped with LED advertisement screens—seems to have escaped similar scrutiny.

These LED display boards, mounted on moving vehicles, pose distraction to motorists, potentially increasing the risk of accidents. Despite road safety concerns, such vehicles continue to operate freely, displaying advertisements for both government and private entities. The high-intensity brightness of these screens affects normal vision, particularly at night, creating hazardous driving conditions.

LED advertisements: A safety hazard?
LED screens on moving vehicles have been used to maximise public reach, often playing short audio-visual advertisements. While these advertisements are aimed at capturing public attention, their presence in traffic-heavy areas and prolonged parking at busy junctions add to the risks. It has also came to light that the excessive brightness of these screens, especially at night, strains drivers' eyesight and increases the likelihood of accidents. Unlike static billboards, motion content on these LED displays further diverts attention, making roads even more unsafe.

Are these LED displays legal?
Mathrubhumi English sought clarification from the Kerala Transport Commissionerate regarding the legality and regulation of such mobile LED advertisements. The inquiry included the following questions:

  1. Has the Kerala MVD received any formal complaints regarding such incidents?
  2. Is it legal to operate vehicles with LED advertisement screens on public roads?
  3. Are there penalties or punishments associated with this practice?

In follow-up to these queries, Mathrubhumi English also contacted officials, who acknowledged that 'it is true that LED display boards on moving vehicles can distract drivers.'

Later, an official statement from the Commissionerate clarified that such advertisements are permitted with prior approval and payment of the prescribed fee. The Commissionerate further stated, 'As per Rule 191 of the Kerala Motor Vehicles Rules (KMVR), advertisements are permitted on transport vehicles with approval and payment of Rs 5 per 100 cm² for written advertisements and Rs 10 per 100 cm² for electronic displays, for a period of one month. Since LED displays fall under "electronic advertisements" as defined in the rule, they are considered legal if permission is obtained.'

The Commissionerate also noted that there are no separate records available regarding violations related to LED advertisements on moving vehicles.

No centralised data on violations
Another official, who also sought anonymity, maintained that no centralised data exists on complaints regarding mobile LED advertisements. However, enforcement sections in individual RTO offices may have such records if complaints are received. These offices are responsible for taking action against violators.