"Shaming" speed deterrent a national first?

7.39.12pm UTC (GMT +0000) Sat 23rd Feb 2008

• SPEEDING drivers are seeing their number plate up in lights under a pioneering pilot project to slow down traffic in Lower Mortlake Road.

Following calls from Richmond Council and local residents to act on dangerous drivers, the London Safety Camera Partnership has installed England's first fixed speed indicator device with automatic number plate recognition. Drivers who break the 30 mph limit as they approach Richmond Circus will see their speed and number plate flash up on the roadside screens. It is hoped the embarrassment of seeing their illegal driving illuminated in this way will encourage motorists to stick to the limit. If the trial proves successful, the device could be rolled out London-wide.

Cllr David Trigg, Cabinet Member for Traffic, Transport and Parking, said: "Speed kills and we are continually striving to reduce traffic speeds and improve safety on the borough's roads. The Council, police, ward councillors and residents have been lobbying Transport for London to introduce traffic calming measures on this stretch of road. I am delighted that they have responded with this innovative, state-of-the-art device, which, if successful, could become a feature on roads not only in this borough but across London. We hope seeing their illegal driving highlighted will prove a strong deterrent and shame those who break the limit to ease off the accelerator. We await the outcome of the trial with great anticipation."