[dspillett]

> Movement is as much a visual pollution as light is.

I find more so, especially when it happens in my peripheral vision. It can be irritating enough for me walking past overly animated displays in shops, I bet it could be dangerously distracting for some drivers (who aren't always giving as much attention to the road ahead as they should be anyway) going past street or shop window signs.

> though it isn't a problem to add lights.

Does backlighting eink work? I think all the hand-held displays I've experienced have been lit from the sides. That is probably practical though: the old posters-on-a-roll setups seen in highstreets were often lit that way and with modern bulbs it wouldn't consume as much power these days.

> Banning moving images … e-ink screens could then still be allowed.

I would be wary of that loophole. I've seen some impressive displays of quick refresh rates for e-ink, so playing distracting video content would be perfectly possible assuming those techniques scale to this size, and if advertisers can do it they will whether it is good for anyone else or not.