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Edit: to clarify: the message in the ad is actually ironic/satirical, mocking the advice for cyclists to wear high-viz at night.
It uses the same logic but inverts the parts and responsabilities, by suggesting to motorists (not cyclists) to apply bright paint on their cars.
So this ad is not pro or against high-viz, it's against victim blaming
Cross-posted from: https://mastodon.uno/users/rivoluzioneurbanamobilita/statuses/113544508246569296
The satire misses the mark since cars already have strict mandatory visibility requirements by law. In the EU, you must have working headlights, brake lights, turn signals, daytime running lights (since 2011), fog lights, reverse lights, and reflectors. Driving without any of these gets you fined, points on your license, and fails vehicle inspection (TÜV/MOT). These aren't optional safety suggestions like cyclist hi-viz - they're legal requirements with real penalties.
I don't know about yankee laws...
State dependent. Maryland for example legally requires a front headlamp and a rear reflector in low visibility conditions. Also must have a bell or horn but can't have a siren (?).
It's less state dependent than you think. The feds have the last say in the safety equipment that comes on your car from the factory. They write the regulations on safety equipment for all highway vehicles.
What is interesting is that the NFPA, (the US National Fire Prevention Association), which writes the guidance for US public safety departments, has learned that you can have too much flashy-flashies and woo-woos and sparkles hanging on your vehicle. We used to hang as much as that stuff as we could on fire trucks and ambulances. Now, new rigs are toning it down to reflective chevrons and marker lights on the back end to prevent dazzling and confusing traffic as they approach a scene. The NFPA national tracking has shown a marked decline in tertiary accidents.
Reflectives and markers are important, but you can do too much can have worse outcomes because of it.
You're right that they regulate the safety equipment that is required to be on from factory, but the states nearly copy/paste those and make them statutes in their jurisdictions. I have never seen a federal traffic cop. It is the state's law enforcement arm (the various state troopers, county deputies, and all the forms of police) that enforces the traffic code. What gets people tickets (rarely) is that the states don't ctrl+a, ctrl+c, ctrl+v the requirements, so some don't get added into the state codes, and they can add on stuff. One example off the top of my head is the third brake light. Federally required after, oh, 1984 I think, but not required in my state. The cops can't stop you if it is completely removed and made to look as if it was never there, but they can stop you if it is broken, because the statute reads that way. For the opposite example, I think we regulated the ground-effects lighting recently.