Driven to distraction by twits' signs

They say the new roadside electronic display boards encourage drivers to reach for their mobile phones while behind the wheel.

A network of nearly 30 "variable message signs" (VMS) across Edinburgh feature alerts that state: "Edinburgh traffic info now on Twitter @edintravel".

The service on the messaging website is regularly updated by Edinburgh City Council with details of crashes, roadworks and broken traffic lights.

Twitter was popularised by celebrities including Stephen Fry, whose Tweets are followed by 1.6m people.

The use of handheld phones while driving has been linked to a series of fatal crashes and carries fines of at least 60, three penalty points on driving licences and the likelihood of higher insurance premiums.

The Institute of Advanced Motorists said Edinburgh's signs suggested to drivers that using their phones was permissible. Policy and research director Neil Greig said: "The reference to Twitter is a step too far. The immediate temptation for many would be to access information right away on their phone. I cannot see many drivers pulling over to do it safely."

He added: "A semi-official invitation to view traffic information in this way may be seen by some as an excuse to break the law.

"Well-informed drivers can be safer, but if they are looking at their phones to find out what is ahead, any safety benefits will be lost. The council should reconsider this message, or link it very carefully to mobile phone law reminders on surrounding VMS signs."

Ellen Booth, campaigns officer for UK road safety group Brake, said: "It is an error of judgment. This could easily be seen as making it OK to receive Twitter updates while driving, which is not safe.

"People want to know about congestion, but it is all about personal responsibility and we do not want drivers to be using the internet while driving. It's a huge distraction."

The Royal Society for the Prevention of Accidents said it was up to drivers to obey the law, whatever the signs displayed. Spokeswoman Jo Stagg said: "Drivers must understand that just because it is on a sign, it is not a green light to use a phone behind the wheel."

The Scottish Government's Transport Scotland agency, which operates VMS on motorways and trunk roads, also admitted highlighting websites to drivers.Its VMS messages include one referring to online traffic information: "Plan Ahead Check The Web TrafficScotland".

The agency said it had used Twitter to inform motorists about the progress of major roadworks, but this has not been advertised on signs.

Polls over the past year have shown that up to one in ten UK motorists admitted looking at websites such as Twitter while driving.

It is increasingly being used by major companies and organisations to communicate with customers, from Tesco to the UK Government.

During the volcanic ash cloud disruption, the European air traffic control group Eurocontrol used Twitter as one of the main ways it publicised flying conditions updates.

Edinburgh City Council said the signs were not just for drivers, who should use their common sense.

Transport convener Gordon Mackenzie said: "The purpose of these messages is to advertise a free new Twitter service aimed at all road users, not just drivers.

"Common sense dictates that any driver wishing to use this, or any web-based service, would do so prior to setting off or having pulled into the side of the road. To do otherwise would be against the law."

Transport Scotland has widened the range of messages it displays on VMS to increasingly highlight greener travel. These include slogans such as "Drive Efficiently", "Could You Car Share" and "Think Bus Or Train".

A spokeswoman said: "Transport Scotland does not use VMS messages to encourage the use of roadworks-related Twitter pages.

"We use a mix of informative and safety-related messages on VMS with the purpose of keeping drivers on the move, aiding journey planning and promoting greener travel practices."