Swindon Borough Council has taken action to stop motorists from speeding in one of the most prone areas of the borough.
Residents in Highworth have for a number of years raised concerns regarding drivers racing through the village.
A community speed watch group was set up to catch people driving well over the speed limit.
Drivers have been caught doing 50 mph in a 30 mph zone with Wiltshire Police conducting their own speed checks.
Now after pressure from Highworth Town Council, local residents, Ward Councillors, the council has stepped in to address concerns.
On Monday, SBC introduced an experimental traffic order on Swindon Road which will temporarily reduce part of the 40mph section of the road to 30 mph.
The order will start 231m south of the common boundary of Nos 2 and 2a on Swindon Road for a distance of 542m in a south-westerly direction and will last for 18 months.
Justifying the reasons behind the decision, the council said it to was avoid danger to persons or other traffic using the road, or any other road or for preventing the likelihood of any such danger arising.
The council also said that the decision was to preserve or improve the amenities of the area through which the road runs and improve the environment for local residents.
The proposal also links to the revised speed limit recently introduced as part of the approved planning consent for a new development, known as Redlands Park that creates a new roundabout junction on the A361.
'A resident living within the new experimental 30mph speed limit who did not wish to be named, said: "For years, children and residents living at Redlands have had to negotiate the narrow footpath up into Highworth whilst HGVs and other vehicles have thundered past less than a metre away.
"This is a major step forward and we would like to thank Highworth Town Council and our SBC ward councillors for their support in making this happen. I hope drivers will adhere to the new speed limit and make walking to town safer for us all."
A spokesperson for Highworth Community Speed Watch said: "We welcome this experimental 30 mph limit on the A361 Swindon Road at Redlands.
"It will make a huge impact on the quality of life for local residents. One elderly resident, who lives within the new experimental limit has to walk with a frame and the only way for her to travel is by bus.
"The lower speed limit will greatly improve the safety for not only this resident but also the young children and families crossing the road to the bus stop and the path onto the old golf course."
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