ACTION must be taken to slow speeding drivers who are putting residents’ lives at risk, an action group says.

New Mills resident David Kettle, of Challenger Close, says motorists regularly travel at 70-80mph on an edge of town stretch of the Hereford Road, where the speed limit is only 30mph.

To improve the situation, Mr Kettle is calling for an electronic speed indication device to be installed, which flashes up a motorist’s speed when the speed limit is exceeded.

Other ideas include better signage, a pedestrian crossing, which Ledbury town councillor Peter Watts said could cost £70,000, or traffic calming measures.

Mr Kettle said: “Some people come round the bend at 50mph and then do 70 or 80mph.

“The signage there is deplorable. There are only two 30mph speed limit signs, by the roundabout.”

In 2009, Mr Kettle and his wife, Annie formed the Hereford Road Action Group and put together a 40-signature petition, which they submitted to Ledbury Town Council, asking for something to be done.

But Mr Kettle said: “It fell on deaf ears.”

However, they are being backed by Coun Watts.

He said it was a condition in the town council’s response to local development framework consultation (a strategy for how the area should be developed in coming years), that road safety should be improved at the Hereford Road.

But, in talks with Herefordshire Council contractor, Amey, he has been informed the inaction is down to “priorities and budgeting”.

Coun Watts said: “When New Mills residents want to cross that road, they have to do it by dodging traffic. This needs sorting out.”

He said the situation will only get worse if the 700 new houses are built to the north of the viaduct, in accordance with the local development framework.

Coun Watts is to raise his concerns at a meeting of Ledbury Town Council’s planning committee on Thursday at 7.30pm in the Market House.