Visibility of visual pollution along roadways in the city of Žilina

Visual pollution caused by outdoor advertising has become a significant problem in urban environments around the world. In Žilina, Slovakia, there are billboards, banners and various forms of outdoor advertising that not only reduce the aesthetic appearance of the city, but also affect the quality of life of residents and pose a safety risk to drivers. This study examines the visibility of visual pollution in Žilina, focusing on how outdoor advertising affects drivers’ attention and safety. By analysing specific routes in the city and using an eye-tracking study, we assess the extent of visual pollution and its consequences for drivers. The findings highlight the widespread need for regulatory measures and urban planning strategies to mitigate visual pollution and improve both the visual environment of the city and road safety.