A new counter-speeding measure has been installed on a major Ryedale road.

Drivers travelling on the A170 from Helmsley and going into Beadlam and Nawton will be greeted by a new Vehicle Activated Sign.

Because of the location of the parishes of Beadlam and Nawton on a major A road that connects Thirsk, Helmsley, Kirkbymoorside, Pickering and Scarborough, there is a lot of traffic that passes by the villages at a high speed.

The new sign will warn drivers if they exceed the speed limit by displaying the words ‘SLOW DOWN’ and a reminder that they are in a 30 miles per hour zone.

The funding for this sign was recommended by the local representative George Jabbour from the Helmsley and Sinnington division’s locality budget that was allocated by North Yorkshire County Council.

Councillor Jabbour said: “Many people who live in Beadlam and in Nawton have raised with me their concerns about the excessive speed of cars that are driving on the A170 within the residential area.

“Having spent a lot of time in the two villages, I agree that speeding is a serious matter that has to be addressed, particularly given the large number of pupils who walk to and from their local schools every day in the vicinity.

“Therefore, I contacted Beadlam Parish Council to consult with them on installing a Vehicle Activated Sign when drivers enter Beadlam, just after the start of the 30 miles per hour zone. I am grateful to the Parish Council, and particularly to its Chair Mrs Sandra Thurlow, for their help with this project.

“Research has shown that automated signs that warn drivers when they exceed the speed limit are powerful tools to ensure compliance.

“As I said before, when drivers exceed the speed limit, they do not only jeopardise the safety of themselves and of other road users, but they also risk increasing emissions, air pollution and noise. This is why initiatives such as community speed watches and vehicle activated speed signs protect both people and the planet.”