A.M. Best, the leading rating agency focused on the insurance industry, has produced a video focusing on potential risks to insurers posed by digital billboards.

“Any distraction is going to be of concern to the insurance industry,” said Loretta Worters, Vice President of the Insurance Information Institute. “When you turn away from your driving it’s going to be a concern and it can cause accidents. [Billboard-related distraction] is something we’re concerned about.”

Click here to watch the A.M. Best video.

It should be noted that the state safety studies referred to in the video by host John Weber are from a 2001 Federal Highway Administration review of research that examined earlier generations of electronic signs.