NEW measures to tackle speeding are set to come into force on a rural Rossendale road following complaints by residents.

Villagers in Helmshore complained about constant issues with drivers on Holcombe Road exceeding the 30mph limit.

Now Rossendale’s Conservative MP Jake Berry has intervened to improve safety on the busy road.

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Smiley-faced speed indicator signs will be installed between Holcombe Road’s junctions with Grane Road, Haslingden, and Helmshore Road, while the stretch will also be prioritised for mobile speed enforcement.

Residents in the village launched an online petition in October 2012 calling for the road’s speed limit to be cut to 20mph, while Mr Berry wrote to Lancashire County Council and Lancashire police following repeated complaints.

He said: “This is really good news and I’m very pleased that the police and council are taking action.

“Hopefully these new measures will have a big impact on speeding through our village.”

Holcombe Road is the busiest road through the village, home to its biggest tourist attraction, Helmshore Mills Textile Museum, and the monthly farmers’ market.

Last year, a speed survey showed vehicles travelled at an average speed of 36mph northbound, and at an average of 38mph southbound along the main road.

County Councillor David Stansfield, Conservative member for Rossendale West, welcomed the measures but said without proper enforcement, pedestrians would still feel at risk.

He said: “I can understand why the MP is doing this and I appreciate his efforts. That whole area from Grane Road, round Helmshore Road and Holcombe Road, can be a problem. It is an area my constituents have highlighted.

“However, while it is all very well putting up smiley faces, unless we have the resources to enforce the speed limit, they won’t prevent people speeding.

“I would prefer speed cameras, which while expensive initially, pay for themselves in terms of the fines they collect. I’m all for these measures but if you can’t enforce them, because there aren’t enough police officers, they won’t have the greatest impact.”